Design of Corporate Identity

Corporate identity design is the process of creating and managing the visual elements that represent a company or brand. These elements include the name, logo, typography, colors, images, style and tone of the communication. The purpose of corporate identity design is to convey the personality, values and value proposition of a company or brand to its target audience, as well as to differentiate it from the competition and generate trust and recognition.

Corporate identity design has many benefits for your business, such as:

• It helps you create a professional and consistent image at all points of contact with your customers and potential customers.
• It allows you to communicate your message clearly and effectively, capturing the attention and interest of your audience.
• It makes it easier for you to generate an emotional connection and loyalty with your customers, who identify with your brand and its values.
• It makes you stand out from the competition and positions you in the market as a unique and preferred option.

The elements that are part of the corporate identity design are:

• The name: is the word or set of words that identify your company or brand. It must be original, memorable, easy to pronounce and write, and reflect the essence of your business.
• The logo: it is the graphic symbol that represents your company or brand. It should be simple, distinctive, adaptable and consistent with your personality and your industry.
• Typography: is the typeface or set of letters you use in your written communication. It must be legible, harmonious and appropriate to the tone and style you want to convey.
• Colors: are the tones or combinations of tones that you use in your visual identity. They must be attractive, balanced and evoke the emotions and values you want to associate with your brand.
• Images: are the photographs, illustrations or icons you use in your visual communication. They must be of quality, relevant and consistent with your message and purpose.
• Style: is the way in which you use the previous elements to create an overall image of your company or brand. It must be consistent, original and differentiating.
• Tone: the way you express yourself verbally to your audience. It should be clear, persuasive and in line with your personality and your customers’ expectations.

How is corporate identity design created?

To create the corporate identity design, the following steps must be followed:

• Define the mission, vision and values of your company or brand.
• Analyze the market, the competition and your target audience.
• Create a unique value proposition that differentiates you and makes you attractive to your potential customers.
• Design the visual elements that make up your corporate identity following the criteria of simplicity, originality, adaptability and coherence.
• Develop a corporate identity manual that establishes the rules and the correct and incorrect uses of your visual identity in different supports and media.
• Implement your corporate identity at all points of contact with your customers, both internal and external.

There are many examples of successful corporate identity design that you can consult for inspiration. Some of them are:

• Apple: a brand characterized by its minimalist, elegant and sophisticated design, which conveys innovation, quality and exclusivity. Its logo is a bitten apple that has become a worldwide icon.
• Coca-Cola: a brand distinguished by its classic, dynamic and emotional design, which transmits happiness, optimism and fun. Its logo is a cursive typeface that has remained almost unchanged since its creation.
• Nike: a brand identified by its sporty, powerful and motivating design, which transmits passion, self-improvement and leadership. Its logo is a simple but striking symbol known as the “swoosh”.
• Starbucks: a brand that is recognized for its welcoming, natural and social design, which conveys warmth, sustainability and community. Its logo is a stylized mermaid representing the company’s maritime origin.
• Lego: a brand that stands out for its playful, colorful and creative design, which transmits fun, imagination and education. Its logo is a rounded typography that imitates the shapes of its famous building blocks.

These mistakes should be avoided when designing the corporate identity:

• Not previously defining the strategy, objectives and target audience of your company or brand.
• Copy or imitate the design of other companies or brands without taking into account your own personality and value proposition.
• Use visual elements that are confusing, generic, outdated or inappropriate for your industry or audience.
• Not taking into account the adaptability and coherence of your visual identity in different supports and media.
• Not creating a corporate identity manual that establishes the rules and the correct and incorrect uses of your visual identity.
• Not updating and revising your corporate identity periodically to adapt to market changes and customer preferences.

To create your corporate identity you can use these tools or resources:

• Name generators: these are online applications that help you create original names for your company or brand based on keywords or categories. Some examples are Namelix, Shopify or NameMesh.
• Logo generators: these are online applications that allow you to design customized logos for your company or brand from templates or algorithms. Some examples are Canva, Wix or Logaster.
• Image banks: these are online platforms that offer you free or paid images that you can use in your visual communication. Some examples are Unsplash, Pixabay or Shutterstock.
• Color palettes: are online applications that help you choose the right colors for your visual identity based on harmonic or contrasting combinations. Some examples are Coolors, Adobe Color or Paletton.
• Typographic fonts: these are online platforms that offer you free or paid fonts that you can use in your written communication. Some examples are Google Fonts, DaFont or Font Squirrel.