As you already know, corporate identity is the visual and verbal image that a company conveys to the general public. In essence, it is the first impression of our clients and a key aspect of any successful business, as it helps to create a solid, recognisable and reliable brand.
There are some key points to create a corporate identity that gives your company prestige. First of all, define your brand and how you want the public to see you. As we explained in the previous article, the most important thing to start creating a coherent corporate identity is to define your company’s values, personality and objectives.
After this, it is necessary to design an attractive logo, which represents the brand values through its typography, style, colours, slogan, etc. It does not need to have many elements or colours, but it must fulfil its objective: that it represents the company and that it is recognisable and easy to remember. Above all, it should show the values of your company, as for example Nike does, which praises sport by representing energy and speed.
What colours do I use for the corporate identity of my business?
On the other hand, you have to choose a colour palette that suits your company. The trend always leads us to simplify, that is to say, to use few colours and that only one colour is predominant. For example, the telephone company Orange with its orange tone, or Glovo with its yellow background and green lettering. Colours should contribute to the association between the brand and the target audience. One of the best examples of a good colour palette is Coca-Cola, as everyone recognises red with the company.
You also have to analyse your audience and, in turn, the competition. You have to define your potential customers taking into account their age, social status, hobbies and habits. This information will allow you to generate an appropriate design and strategy. In relation to the competition, if you analyse it thoroughly, you will know what works and what does not. It will also help you to know where the market is going.
Typography for corporate identity
Typography is another key point for the corporate identity of your business. It must be unique, easy to read and coherent. The more credibility and trust it inspires, the more customers we will get. A good example is McDonald’s, as its typography is easily recognisable, as is the logo with the yellow and red of its colour palette.
Do I update the corporate identity of my business?
Last but not least, updating your corporate identity when it becomes obsolete is not always the case, let’s look again at the example of Coca-Cola. Society keeps updating and your company grows and changes. We have to keep innovating our corporate identity without losing our essence. Changes after many years are usually a good thing, but how much should we change? Only the logo or only the elements that accompany it in visual communication?
It will depend on “how much the company is going to change”. In case the company has not changed or is not going to change, but just needs an update, it may only need some minor adjustments in typography, colour details or slogan. All these strategies are very important for a company and it is difficult to generalise. That is why we always recommend to have an expert in corporate identity and to make a thorough study.
The most important thing in a brand update or corporate identity elements, is to remain consistent with the values, making sense to each other and showing the values of the company.
In conclusion, creating an effective corporate identity can be a challenging process, but it is essential for any successful business. Clearly define your brand, design a logo that communicates the values/products/services of your business, choose a consistent colour palette, use unique typography, be consistent and update your corporate identity as needed. By following these tips and examples, you will be able to create a strong and recognisable corporate identity for your business.
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