What is it?

• In designer's terms a Corporate Identity is a defined system of graphic elements
that represents your company.
• Your unique logo should be integrated throughout all elements of your business
materials: Business cards, stationery, packaging, signage, point of sale material,
media advertising, promotions etc.
• A Corporate Identity system lays out guidelines to ensure consistency.
• It includes colour and paper selections for printing, layout and design of stationery
and promotional materials, secondary logos or icons for websites and packaging etc.
• Corporate Identity is what makes a company special and unique.
• It expresses the company's approach to business.
• It is reflected in everything from the quality of products and/or services, marketing
strategies, communication media and working environment.
• Unifies the elements of the business.
• Builds recognition and loyalty among clients.
• Gives employees a sense of belonging to the team.
• It is especially important for a new business.
• A well developed corporate identity is an investment in the company's future.

THE LOGO

What is it?
• A graphic representation of your company's identity.
It should :
• ATTRACT ATTENTION,
• LEAVE AN IMPRESSION,
• CREATE A LOOK THAT IS UNIQUE AND DISTINGUISHABLE,
• REFLECT THE OVERALL 'FEEL' OF THE COMPANY

WHY YOU NEED IT

• It is an essential part of any company's image.
• It is the first thing that prospective customers notice.
• It is vital that it is visually outstanding and conveys a positive statement about your
company and its Corporate Image.
• It is especially important for a new business as a new company must compete with
established companies and attract customers away from competitors.

CREATION OF YOUR LOGO

• Usually occurs only once or twice in the career of a Marketing Manager so there is
very little opportunity to develop the experience necessary to discern the best logo.
• Proper selection is critical because logos are one of the main vehicles for
communicating image, gaining attention and company recognition.
• If your logo does not truly represent your company the money spent promoting your
company will be spent on projecting the wrong image.
• A professionally designed logo is a one-time expense that will reap benefits for the
life of your business.
• Your logo advertises for your company all the time.
• Surveys have shown that corporate image materials such as letterheads, envelopes
and business cards are more important to conveying a company's prestige than how
long your company has been in existence, the location of your headquarters,
charitable activities or your number of employees.
• Research is an important starting point – check out the competition and compare the
images they have chosen.
• A logo should reflect the nature of your business.
• A simple design works best for all mediums.
• Think of the future and avoid being too trendy. A good logo can last 15 years and
give customers a chance to burn the image into their brains.