A professionally designed, up-to-date corporate identity is incredibly important to any business or organisation as it passes on both instant and long-term benefits:
- It creates a great first impression (this is priceless);
- It leaves the prospect or customer with a good, lasting impression;
- It conveys the feel of your company or organisation in an instant;
- In some instances it can visually impart something about your organisation’s values;
- When used consistently it creates that all-important brand recognition which again is priceless and feeds directly to your bottom line;
- More than anything it makes your company or organisation look professional and capable, sorting ‘the men from the boys’ in just a fraction of a second.
The make-up of a corporate identity
A corporate identity (or ‘ID’ for short) represents the ‘image’ of a company or organisation and usually has three essential ingredients:
- The logo or ‘name style’ (a name style is the equivalent of a logo but consists only of styled words or letters rather than including an actual symbol);
- The supporting corporate colours, fonts and graphical styles which complement, and work in tandem with, the logo or name style.
- A set of style guidelines governing the usage and presentation of all of the above.
Which brings us to …
The Corporate (or Visual Identity) Manual
It is essential for any decent corporate identity to have rules in place governing how that identity should be applied and presented to the world. This is so that it remains consistent at all times thereby helping brand recognition to grow into the future. Usually such guidelines take the form of a ‘Corporate Manual’ or ‘Visual Identity Manual’ in which detailed brand guidelines specify the correct and incorrect use of the logo, brand, trademark or symbol, any ‘strapline’ (e.g. Nike – just do it … McDonald’s – I’m lovin’ it etc.) the correct corporate fonts to use, the approved colour palette, graphical styles, proportions and even the recommended layout of corporate literature, signs, large format display and any other marketing collateral. So even if the organisation is a global one, personnel and sub-contractors anywhere will be able to consult the manual and know exactly how the brand identity should be presented.
The guidelines can even go a step further to cover corporate ‘values’ and a corporate ‘Mission Statement’. They are also a useful place to let people know whether the company or organisation is a ‘singular’ or ‘plural’ entity. For example, when writing a corporate brochure, should staff write ‘The National Trust is a charity‘ or ‘The National Trust are a charity‘? (For those who are interested, in that example, the former is correct). A good corporate manual will include such detail resulting in a very consistent presentation of the organisation’s identity to the world.
With a high quality and consistently presented corporate identity, your organisation’s success, reputation and bottom line will directly benefit.
Does your organisation have an identity crisis?
Whether you’re starting afresh or need to revamp an existing logo, brand or full corporate identity, then Firstpoint Print are ideally placed to help. Our in-house team of talented, qualified graphic designers are at your disposal to help make sure your logo/brand and identity are attractive, high quality and stand out from the crowd. We can also, of course, print your corporate letterheads, compliments slips, business cards, brochures and any other sales and marketing collateral in-house — we are a one-stop shop! Should you require it, we’ll also be happy to design, print and put together your corporate manual for you, so that your visual identity and brand are applied and presented consistently wherever and whenever they appear.
Firstpoint Print have branches in London Bridge SE1, Victoria SW1 and Clerkenwell EC1 and have in-house litho, digital or large format printing facilities. See our contact page for further information.