How to design a corporate image that works

You have finally decided to bring your project to life and have started to learn about what brand identity is , how to carry out your visual communication by working on the logo and corporate identity.

In this article we will clarify by going straight to the point: what is a coordinated image and why having a quality one positively changes the perception that the target has of your brand, and therefore of your company.

What is the coordinated image?

It is a real organized system , with elements that act in synergy. Just like in a football team. Possibly winning. So the coordinated image of a brand like Ikea, for example, is given by the set of choices of coherent graphic elements adopted on social media, offline, on billboards or brochures, in video advertisements on TV and so on.

The form: in this case, it is the content.

When dealing with a visual communication project for a brand, the first thing to do is to find a name (i.e. a name that synthetically identifies your brand) and create a logo (a graphic sign or writing that descriptively or metaphorically stylizes an activity or product).

The system: instructions for use

Every self-respecting logo has its own rules of use. A regulation that says what you can or cannot do in brand applications to represent your visual identity. From business cards, to signage, to advertising campaigns, everything that can be promotional material.

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Color: smart and strategic use

Choosing a color for a brand is a switzerland phone number powder really crucial moment. There are companies that have based their visual communication on a certain color, such as red for Coca Cola, Ferrari or blue for Facebook.

The various product sectors have a series. Of colors that are commonly associated with them. It is necessary to understand. When defining the bw lists new image, whether it is more important. To be recognizable, to align. With the “sector” colors or whether it is better, to be more surprising. To use colors that are less used in that area. For example, for a cosmetic product, you can use the classic lilac. Purple, dove gray or risk an acid green on a black background, to arouse different emotions with your coordinated image.

Not that one solution is better than the other. We need to understand whether the target is better reassured or amazed.

Ready-to-use images

Every coordinated image must have a series of ways to manage. In a coherent way, photographs, illustrations, icons and graphic formats. Just to be clear, I can say in the guidelines of my logo. That the figures must always. Be set and never “outlined” on a white background, the illustrations. Should preferably be line drawings and not. Pictorial, the icons descriptive and never metaphorical. These are rules that can also be broken (you must not be too rigid) the important thing is to maintain coherence with the brand philosophy and how the communication has been oriented.

“Format” and “catchphrases”
Do you need to present your brand with a Powerpoint? Then you need to create a “graphic container”, that is, a “format” that tells you where to place the brands, which fonts to use and with which hierarchies of titles and subtitles.

Knowing how to pace longer pieces of text and how to align everything with images, graphs and drawings.

We can also identify a constant element to be found throughout the communication:

Almost a catchphrase (for example the thick/thin thread of the art magazine FMR by Franco Maria Ricci , co-protagonist, together with the brand, of many materials).

From the second to the third dimension.
A brand is not just a two-dimensional creature. When it is placed on packaging, on a sign or on a stand, the perception of the logo is conditioned by the surrounding space.

It may happen that a logotype, which works perfectly on paper. Must be inserted into a sign that can only be seen from a side view. In that case, the fruition would be too “squeezed”, so it is necessary to intervene on the distance between letters (the so-called tracking or kerning) by presenting an ad hoc version that returns the correct vision.

Textures, patterns and watermarks

Another “scenographic” opportunity is to multiply the brand according to a geometric pattern.

You can create backdrops, fabrics, wrapping paper, carpets and much more. This is an interesting way to reiterate the logo many times, without it being too insistent. Precisely by virtue of the composition (a modality called “texture” or ” pattern” ) the sign takes on a decorative value that repeatedly “signs” certain spaces.

When the sign is used in a “softened” version, a discreet and refined “filigree” effect is created .

Brand identity: the film of your communication

The elements of your brand identity are like the actors, the sets, the music of a film.
Everything must move in synergy to tell a story, with careful direction that guarantees the coordination of the parts, the effectiveness of the message and, above all, the involvement of the public.

Check out our portfolio to see some of the Brand Identities we have created at Eclettica-Akura, a communications and marketing agency.