Corporate identity is the totality of the work that represents the stance of the company inside or outside the company and to ensure that customers know the company at a glance. Corporate identity also leaves a more reliable impression to customers as it makes the company look professional. The basis of these works is the logo consisting of the corporate name and the emblem. Apart from this, all visual communication materials are shaped based on logo design.
Corporate identity is also very important as it makes the company visible in both B2B marketing and B2C marketing and increases its awareness among customers. Since it is the most basic advertising work, it is almost impossible for a company without a corporate identity to be recognized and grow. However, a well-designed corporate identity will always be memorable and increase marketing activities as it will add reputation to the company in the eyes of customers.
Among the corporate identity studies, it was determined to what extent and how each work will be used, from logo to office design, from employee clothes to vehicle top dressing, from letterhead to signage, from website to packaging design. The guide that contains the entire identity system of the institution is called the "Corporate Identity Manual".
HOW SHOULD THE CORPORATE IDENTITY BE?
When creating a corporate identity, the first thing to do is to determine the colors of the institution and design a logo and create a logotype. The logotype is the most important part of the corporate identity. It is the appearance of its logo that makes the institution catchy, effective and powerful. After the logotype is created, other printed materials that the institution will use inside and outside the company must also be prepared in a way that does not contradict the characteristics of the structure created for the logotype. A corporate identity prepared in a unique way is extremely important for the success and reputation of the company. Using the existing logos themselves or similar, imitating the colors or images of other companies means investing in them. For this reason, the identity to be created must be prepared in a unique and representative manner.
In the process of creating corporate identity, companies should work with professionals who are experts in their fields as much as possible. Because corporate identity is not a work that is changed over time. Making too many changes other than small touches and details will be both a laborious and a rewarding process. The re-prepared corporate identity will cause the company to be launched as a new institution, and will cause a loss of experience and prestige. For this reason, a detailed study should be made that reflects the company fully and includes the message, vision, mission and experience it wants to give. Corporate identity is the signature and face of the institution, so it should reflect the company in the best possible way.
CORPORATE IDENTITY STAGES
When designing a corporate identity, companies and designers usually achieve results in three stages. The first step is to determine the work to be done. The firm communicates to the designer what products he wants, what will be prioritized and the general characteristics of the firm. The designer works on the designs according to the wishes of the company, taking into account the timeliness.
Secondly, the designer receives his approval by presenting the works he has worked on to the company. At this stage, arrangements and studies are made in accordance with the company's recommendations, if necessary. And finally, the printing and distribution process begins for the works agreed on by the designer and the firm.