I AM SINCE : 1968 OCCUPATION : CREATIVE ON AN ADVERTISING AGENCY 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. DO YOU HAVE A DESIGN PROJECT YOU NEED HELP WITH? I WOULD LOVE TO HEAR ABOUT IT. PLEASE SEND AN EMAIL: VINCENT@MEYSON.NL
CORPORATE DESIGNA corporate design is the official graphicaldesign of the logo and name of a companyor institution used on letterheads, envelopes,forms, folders, brochures, etc. The house style iscreated in such a way that all the elements arearranged in a distinguished design and pattern.This includes dictating what ink pantones shouldbe used in the coloring, and what typefaces. http://en.wikipedia.org/wiki/Corporate_design
CORPORATE BRANDINGCorporate branding is the practice of usinga name, sign, symbol, slogan or anything,in an attempt to leverage corporate brandequity to create product brand recognition. http://en.wikipedia.org/wiki/Corporate_branding
BRANDA brand is a name, sign, symbol, sloganor anything that is used to identify anddistinguish a specific product, service,or business. http://en.wikipedia.org/wiki/Brand
VISUAL IDENTITYWho 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?
IMAGOHow others see you. Where did the banana go? Remember, there is always more than one perspective
“Newton...a mind forever voyaging through strange seas of thought”The first Apple logo featured Isaac Newton sitting under an apple tree.
The Golden Arches in McDonalds logo represent style, significance and a strong corporate identity
By incorporating the “Puma” in the logo, the company summarized their complete brand maening
BASIC ELEMENTSA corporate design consists ofa few different elements:logo,colour,typography and sometimesan additional graphical elements.
LOGOA logo is a graphic mark or emblem.Logos are either purely graphic (symbols/icons)or are composed of the name of theorganization (a logotype or wordmark).Or in most cases a combination of the two.
WORDMARKA wordmark is a distinct standardized text-onlytypographic representation of the nameof a company, institution, or product name.
Coca Cola, widely regarded as the most successful brand in the world, is a text only logo type.
Ebay, the logo strongly reflects the fact that eBay is a fun place to buy and sell…
Nivea, from the Latin word niveus/nivea/niveum (meaning snow-white).
GRAPHICAL MARK / EMBLEMThere are three types of graphical marks:The icon and the symbol.The icon shows what or who the organisation isand what it does.The symbol refers in an abstract sence to theorganisation. In general the lines between them are diffuse.
An iconic logo: a red letter sandwiched between two bun halves, these guys make hamburgers
An symbolic logo: The Nike Swoosh logo represents the wing of the Greek Goddess of victory.
An symbolic logo: a young boy looking up at a star in the sky. Representing the son of the founder.
COLOURBrands often claim one or two specificcolours. The consistent use of those coloursis considered important to their brandrecognition.
Ikea is synonym to very, very large blue buildings with yellow accents and giant logos
1930, The “UPS” Pullman brown, is considered neat, dignified, and professional. Never changed since.
T-Mobile claims the rights for the use of magenta! And is sueing companies which also use magenta.
TYPOGRAPHYThe consistent use of a limited amount oftypefaces contributes to a greater uniformityof the organisation image.
TYPEFACES / FONTS (1)Typefaces can be divided into two maincategories: 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.
TYPEFACES / FONTS (2)Both of the categories have there own set ofbenefits regarding usabilty. Sans serif havea beter use in screen based, short copyenvironments. As for the serif works beter forlong copy printed works (such as newspapersand books), at leastfor the text body. A combination of these
Siemens (san serif ) has a modern looking appearance. UBS (serif) has a old and classic feeling to it.
CORPORATE TYPEFACESSome companys even make their own typeface.To garantie an optimal represention of theirimage.Before-DTP: Out of practical motives manycompanys picked there corporate typeface fromthe most commonly used ones.Since DTP corporate typeface became more
Typeface everyone: ABCDEFGHI JKLMNOPQ RSTUVWXYZ abcdefghij klmnopqrst uvwxyzA special typeface was created for London 2012. It is intended to convey energy and dynamism.
Ty p e f a c e VA G R o u n d e d : ABCDEFGHI JKLMNOPQ RSTUVWXYZ abcdefghij klmnopqrst uvwxyzThe VAG Rounded typeface designed as a corporate typographic voice for the Volkswagen AG
FIFTH BASIC ELEMENTSome corporate brandings are using additionalgraphical elements. A so called fifth element.Mostly used in a more random way, though outthe corporate design.
The Michelin symbol is Bibendum, introduced in 1894, one of the world’s oldest trademarks.
Hidden Mickeys started out as inside joke. Nowday’s it is a purposefully placed item in Disney media.
The Twtter bird is called Ollie, an iStockphoto $7 illustration that represents Twitter beter then it own logo.
CORPORATE IDENTITYSTRUCTURESThere are three corporate identity structuresa organisation can assume:- Monolithic- Endorsed- Branded.
MONOLITHIC IDENTITYThe whole of the organisation has one identity.
Note: The brands mentioned on this page are only a few examples of the total of brands from this concern.MITSUBISHI MITSUBISHIELECTRIC CORPORATION TECHNOSMITSUBISHI MITSUBISHIESTATE RESEARCH INSTITUTEMITSUBISHI MITSUBISHIPAPER MILLS RAYON AMERICA INC. The three diamonds are found in almost every company logo of the Mitsubishi concern.
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
ENDORSED IDENTITYThe different parts of the organisationhave their own identities.But there is a visible relation to each other.
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.
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.
BRANDED IDENTITYThe different parts of the organisation havetheir own identities.Not necessarily in relation to each other.
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
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
LIFESPANThe lifespan of a corporate design dependsmainly on the maintenance and strictcompliance of guide lines, as are laid downin the style manual.The age of a corporate design is less important.
Started as a realistic shell in 1900, today (since 1971) the logo is bold, colorful and much more simplistic.
The basic logo font face is still quite similar to what it was in 1892.
DISCLAIMERTHE INFORMATION IN THIS DOCUMENT IS INTENDED FOR INFORMATIONAL AND EDUCATIO-NAL PURPOSES ONLY, TO PROVIDE READERS BETTER UNDERSTANDING ABOUT GRAPHICDESIGN AND CORPORATE DESIGN.ALL DESIGNATED TRADEMARKS AND BRANDS ARE THE PROPERTY OF THEIR RESPECTIVEOWNERS. PLEASE RESPECT THEM.