Putting It All Together - A Corporate Identity That WORKS!

In our first installment of this blog, we discussed that we need not only to be concerned about our logo, but also the overall Corporate Identity of our company. So how do we do that?

1. You must have the RIGHT logo. We have discussed in great detail what it takes to have an effective logo: Bold, Simplistic, Creative/Unique Approach, Universal in Application. Effective in Black & White and Has Meaning. But that is only a good start. You can have the best logo in the world and use it poorly and ultimately have a Corporate Identity that works against you.

2. Your logo needs to be used in a CONSISTENT manner. One of the biggest mistakes a company can make is to have multiple logos; all in use at the same time. This will only confuse the public and give the impression that they are different entities.

3. Protect the INTEGRITY of your logo at all costs. I have heard too many times printers say “just give us a business card and we will scan it and get your logo from that”. NO, NO , NO! ALWAYS give an original to be reproduced. A copy of a logo will always look inferior. It is like buying a brand new suit and wearing it to bed before an important meeting the next day....it may be new, it may be expensive, but it will always look SLOPPY!

4. Stick to a COLOR THEME. Color is a powerful element in your overall Corporate Identity. The colors of your logo should be the foundation to this color theme. You may want to also select a couple of accent colors (no more than 2) and then use them as consistently as you do your logo. From the interior of your location to the uniforms that employees might wear, use only the colors of your selected color theme.