Corporate Identity

Corporate Identity
The visual identity of your brand is a fundamental part of your business. That's because customers always see your brand through their eyes first!

The visual identity of your brand is a fundamental part of your business. That’s because customers always see your brand through their eyes first!

Logo, corporate identity or brand: what is the difference? When a company begins to consider ways of visually representing itself, its product, service or idea, these terms are sometimes used interchangeably. However, there are significant differences, and building a solid understanding of these three terms is valuable to each vendor.

What is a Logo?

A logo is a graphic element that quickly and succinctly identifies a company. It is a way to visually represent a product, service, company or individual in a way that is memorable and tells your story briefly. It can be just an icon or emblem, or a logo / wordmark, or a combination of both: the name of the company in a distinctive type of treatment along with a symbol, emblem or illustration. An effective logo is part of a successful brand and, as a result, has been strategically created with the same positioning, tone, visual appeal, messaging and brand history. Some of the elements used in the design of the logo to communicate this positioning, message and tone are colors, choice of font, typography or personalized calligraphy, style of illustration, form and style, and historical reference, all of which combine to communicate, for example: rich, organic and homemade; clean, corporate, strong and efficient; or soft, sensual and luxurious.

Categories of logos

Only symbol:

Symbol logos recognized worldwide do not need the name of the company.


Word marks or logos

Examples of memorable logos created only with the type.


Combination of symbol and type:

Examples of typography logos and combination of known symbols.

What is a corporate identity?

A corporate identity is the largest image of all the visual and sensual aspects of a company. Logo design; Stationery; marketing material, such as printed brochures and direct mail; website design, email, social networks; online advertising, radio, magazine, billboard and advertising; design and packaging of products; employee uniforms; corporate signage and vehicle graphics.

A corporate identity program must address all these potential impressions made by the company, and the inconsistent or non-existent application of the identity may result in a less optimal brand perception. A Style and Use Guide shows how all of these should be implemented and, if followed, ensures that each time the company impresses the public, the shape, tone and appearance are consistent with the established corporate identity and, therefore, they support the brand.

What is a brand image?

A brand image is made up of every experience that a person has with that company, person, product or service. This is what you think when you see the logo, that is, the perception of the public about the personality of a commercial entity. Creating a successful and attractive brand requires a suitable strategy, positioning, marketing and messaging to attract the target market of a company.

Ultimately, a brand is formed by the public, the clients, which is based not only on the strategy, positioning, marketing and logo created by an agency, but also on the behavior, ethics and values ​​of the company. company. When a client feels synchronized with a company, it is an emotional link, a connection based on a vision and shared values.

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