Building a Corporate design


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A really short introduction to the basic elements of a corporate design / graphic logo design. 49 pages with minimal text and a lots of examples of big and famous brands.

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Building a Corporate design

  1. 1. IDFCTRY.COM building A corporate DESIGN A short introDUCTION.
  2. 2. IDFCTRY.COM I am Occupation : CREATIVE AT IDFCTRY.COM Education : The Dutch Academy of Art and Design Rietveld Academie Amsterdam. Philosophy : Everything is a chance. Thinks : Reality is chaos Naïeve belief : Everybody is creative. Motivation : Let’s make better mistakes tomorrow. Do you have a design project you need help with? I would love to hear about it. Please send an email: INFO@IDFCTRY.COM
  3. 3. IDFCTRY.COM Corporate design A corporate design is the official graphical design of the logo and name of a company or institution used on letterheads, envelopes, forms, folders, brochures, etc. The house style is created in such a way that all the elements are arranged in a distinguished design and pattern. This includes dictating what ink pantones should be used in the coloring, and what typefaces.
  4. 4. IDFCTRY.COM Corporate branding Corporate branding is the practice of using a name, sign, symbol, slogan or anything, in an attempt to leverage corporate brand equity to create product brand recognition.
  5. 5. IDFCTRY.COM Brand A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business.
  6. 6. IDFCTRY.COM Visual identity Who you are. And how you express that visibly. That’s your Visual Identity If you smell like a banana and you look like a banana, then ask youre self; are you a banana?
  7. 7. Imago IDFCTRY.COM How others see you. Where did the banana go? Remember, there is always more than one perspective
  8. 8. IDFCTRY.COM “Newton...a mind forever voyaging through strange seas of thought” The first Apple logo featured Isaac Newton sitting under an apple tree.
  9. 9. IDFCTRY.COM The Golden Arches in McDonalds logo represent style, significance and a strong corporate identity
  10. 10. IDFCTRY.COM By incorporating the “Puma” in the logo, the company summarized their complete brand maening
  11. 11. IDFCTRY.COM Basic elements A corporate design consists of a few different elements: logo, colour, typography and sometimes an additional graphical elements.
  12. 12. IDFCTRY.COM Logo A logo is a graphic mark or emblem. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark). Or in most cases a combination of the two.
  13. 13. IDFCTRY.COM wordmark A wordmark is a distinct standardized text-only typographic representation of the name of a company, institution, or product name.
  14. 14. IDFCTRY.COM Coca Cola, widely regarded as the most successful brand in the world, is a text only logo type.
  15. 15. IDFCTRY.COM Ebay, the logo strongly reflects the fact that eBay is a fun place to buy and sell…
  16. 16. IDFCTRY.COM Nivea, from the Latin word niveus/nivea/niveum (meaning snow-white).
  17. 17. IDFCTRY.COM graphical mark / emblem There are three types of graphical marks: The icon and the symbol. The icon shows what or who the organisation is and what it does. The symbol refers in an abstract sence to the organisation. In general the lines between them are diffuse.
  18. 18. IDFCTRY.COM An iconic logo: a red letter sandwiched between two bun halves, these guys make hamburgers
  19. 19. IDFCTRY.COM An symbolic logo: The Nike Swoosh logo represents the wing of the Greek Goddess of victory.
  20. 20. IDFCTRY.COM An symbolic logo: a young boy looking up at a star in the sky. Representing the son of the founder.
  21. 21. IDFCTRY.COM Colour Brands often claim one or two specific colours. The consistent use of those colours is considered important to their brand recognition.
  22. 22. IDFCTRY.COM Ikea is synonym to very, very large blue buildings with yellow accents and giant logos
  23. 23. IDFCTRY.COM 1930, The “UPS” Pullman brown, is considered neat, dignified, and professional. Never changed since.
  24. 24. IDFCTRY.COM T-Mobile claims the rights for the use of magenta! And is sueing companies which also use magenta.
  25. 25. IDFCTRY.COM typography The consistent use of a limited amount of typefaces contributes to a greater uniformity of the organisation image.
  26. 26. IDFCTRY.COM Typefaces / Fonts (1) Typefaces can be divided into two main categories: serif and sans serif. The sans serifs have a more modern character. As the serif has a more clasical feeling. Depending the image a company wants, the designer picks one of them.
  27. 27. IDFCTRY.COM Typefaces / Fonts (2) Both of the categories have there own set of benefits regarding usabilty. Sans serif have a beter use in screen based, short copy environments. As for the serif works beter for long copy printed works (such as newspapers and books), at least for the text body. A combination of these categories is common practice.
  28. 28. IDFCTRY.COM Siemens (san serif ) has a modern looking appearance. UBS (serif) has a old and classic feeling to it.
  29. 29. Corporate Typefaces IDFCTRY.COM Some companys even make their own typeface. To garantie an optimal represention of their image. Before-DTP: Out of practical motives many companys picked there corporate typeface from the most commonly used ones. Since DTP corporate typeface became more and more exotic and creative.
  30. 30. Typeface everyone: ABCDEFGHI IDFCTRY.COM JKLMNOPQ RSTUVWXYZ abcdefghij klmnopqrst uvwxyz A special typeface was created for London 2012. It is intended to convey energy and dynamism.
  31. 31. Ty p e f a c e VA G R o u n d e d : ABCDEFGHI IDFCTRY.COM JKLMNOPQ RSTUVWXYZ abcdefghij klmnopqrst uvwxyz The VAG Rounded typeface designed as a corporate typographic voice for the Volkswagen AG
  32. 32. IDFCTRY.COM fifth basic element Some corporate brandings are using additional graphical elements. A so called fifth element. Mostly used in a more random way, though out the corporate design.
  33. 33. IDFCTRY.COM The Michelin symbol is Bibendum, introduced in 1894, one of the world’s oldest trademarks.
  34. 34. IDFCTRY.COM Hidden Mickeys started out as inside joke. Nowday’s it is a purposefully placed item in Disney media.
  35. 35. IDFCTRY.COM The Twtter bird is called Ollie, an iStockphoto $7 illustration that represents Twitter beter then it own logo.
  36. 36. IDFCTRY.COM Corporate identity structures There are three corporate identity structures a organisation can assume: - Monolithic - Endorsed - Branded.
  37. 37. Monolithic identity IDFCTRY.COM The whole of the organisation has one identity.
  38. 38. Note: The brands mentioned on this page are only a few examples of the total of brands from this concern. IDFCTRY.COM MITSUBISHI ELECTRIC MITSUBISHI CORPORATION TECHNOS MITSUBISHI ESTATE MITSUBISHI RESEARCH INSTITUTE MITSUBISHI PAPER MILLS MITSUBISHI RAYON AMERICA INC. The three diamonds are found in almost every company logo of the Mitsubishi concern.
  39. 39. IDFCTRY.COM Note: The brands mentioned on this page are only a few examples of the total of brands from this concern. From Healthcare, Research to Consumer Lifestyle products, all activities are done under one brand
  40. 40. IDFCTRY.COM endorsed identity The different parts of the organisation have their own identities. But there is a visible relation to each other.
  41. 41. IDFCTRY.COM Note: The brands mentioned on this page are only a few examples of the total of brands from this concern. In many brandlogos of the Nestle concern is the Nestle logo integrated with the artwork.
  42. 42. IDFCTRY.COM Note: The brands mentioned on this page are only a few examples of the total of brands from this concern. In this case, it is not the concern logo but the application’s logos that are totally look a like.
  43. 43. IDFCTRY.COM branded identity The different parts of the organisation have their own identities. Not necessarily in relation to each other.
  44. 44. IDFCTRY.COM Note: The brands mentioned on this page are only a few examples of the total of brands from this concern. The Unilever logo is mostly invisible in the marketing/brandcommunication of many their brands
  45. 45. IDFCTRY.COM Note: The brands mentioned on this page are only a few examples of the total of brands from this concern. There is no visual brand relation within the General Motors concern and it’s brands
  46. 46. IDFCTRY.COM lifespan The lifespan of a corporate design depends mainly on the maintenance and strict compliance of guide lines, as are laid down in the style manual. The age of a corporate design is less important.
  47. 47. IDFCTRY.COM Started as a realistic shell in 1900, today (since 1971) the logo is bold, colorful and much more simplistic.
  48. 48. IDFCTRY.COM The basic logo font face is still quite similar to what it was in 1892.
  49. 49. Disclaimer IDFCTRY.COM The information in this document is intended for informational and educational purposes only, to provide readers better understanding about Graphic design and corporate design. all Designated trademarks and brands are the property of their respective owners. please respect them.