The corporate image is generated by those individual graphic elements, which convey the idea of your brand and are perceived as a single entity.
In practice, these are many different elements, used in various contexts that communicate the same message and the same company values.
Anyone running their own business is aware that to have a valid and effective message, it must be equipped with suitable graphic and visual elements to be convincing to the eyes of the beholder.
To ensure that the image appears coordinated, and thus make the company recognizable, it is necessary for all communication tools to be coordinated and consistent.
Coordination and consistency relate to the graphic elements that define the company’s aesthetics, starting from the logo (the symbol of the enterprise), leading up to the graphic presentation of documents such as
brochures, flyers, ebooks, letterheads, envelopes, business cards.How to Design a Corporate Identity?
Embarking on the journey of creating a coordinated image means being able to spread the brand's voice through social relationships of a cooperative or competitive nature and improving the consumer's experience.
The goal of corporate identity is to create an attractive and compelling company image while respecting the canons of visual communication and following a simple, linear, and clean graphic line.
It is also important to increase brand awareness among both loyal customers and future ones.
When designing a logo, it is necessary to create a symbol or graphic sign that must represent an entire company and its brand. However, to represent the whole brand, the logo alone is not sufficient; it needs to be incorporated within a coordinated image.
Two phases are crucial for building a brand identity.
Step 1. Colors and fonts.
Once the logo is created, we start to insert the elements of each brand identity:
- Colors: very important for a brand identity and for the entire brand. To be effective and memorable in the eyes of the customer, it is recommended to use vivid and well-known colors (red, blue, yellow)
- Fonts: it is advised to use a consistent typographic font throughout the brand identity to convey visual coherence
- Icons matching the logo: when included in the brand identity, they help to enhance the quality of the brand
- Images: last but not least is the choice of image type to use in communication
Step 2. Print design of the elements of a brand identity:
Once the basic graphic elements are established, they must be applied to the paper materials that will eventually compose the coordinated image.
The paper elements of a coordinated image include:
- Business card: the synthesis of everything the brand represents, it must present certain information using the basic elements of the coordinated image: colors and fonts.
- Brochures, flyers, and other customized items: it is important to maintain consistency across the various elements by using, as with the business card, the same fonts, colors, and visual elements.
- Product packaging: a fundamental element during the purchase phase for customer satisfaction.
Why is the use of a coordinated image important?
To have an active role in the market it is important to have a clear and defined corporate identity, building a coordinated image allows to make the company known to the public and to win customers' trust.
If you want your brand to be perceived as a professional and successful one, you need to create a coordinated image.
Behind every project, there is an analysis of the values that build the image, providing reference points for the communication recipients, leading to positive consequences for the company.
In conclusion, the concept of a coordinated image leads to something visual which emphasizes that the image of a company is not just an aesthetic matter, but its true identity and everything that identifies and makes the company unique.
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