We classify corporate identity

    imageMany web development companies provide logo and corporate identity services. We, too. Maybe this defocusing is not very true, but it is in any case convenient for customers. In addition, for IT companies, the site acts as the main carrier of corporate identity, and in the absence of it, you have to start with the style.

    We don’t like the phrase “corporate identity” at all - it doesn’t really mean anything. More precisely means, but all the time something different. There is probably no such confusion with any other term.

    We divided this type of work into 4 areas - they are called in a completely different way and correspond to the very specific tasks of our customers. It seemed to us that such a classification could be useful to other companies, both developers and customers.

    Office Documentation Kit

    The simplest level of work is the preparation of business documentation: business cards, letterheads, envelopes, folders, bills, stamps, etc. Most often, new companies order in order to simply begin workflow.

    image

    Tasks: ensuring the daily activities of the company.

    Result of work: models of all objects.

    Corporate Identity Media

    Registration of a certain number of media: office documents, printing, souvenirs, interior elements, cars, website. In each project, the list changes in accordance with the tasks of the client.

    Guidelines are often made short and most likely for internal use by the agency - the customer does not really need them, because all the media are ready. Such projects are easy to recognize by the huge, sometimes several pages, list of objects that need to be drawn up.

    image

    Tasks: visual distance from the environment with a well-known list of items necessary for work.

    Result of work: models of all objects.

    Visual identification system

    The visual identification system already goes beyond the design of specific objects. Rules are created in accordance with which you can arrange anything you want. Corporate identity design is developed according to these rules, being modified for each carrier. The main result of the work is not layouts, but detailed guidelines that are sufficient for transmission to the customer and his contractors.

    image

    Objective: creating a corporate identity as a system of visual distance from the environment, capable of developing together with the business without the participation of developers. As a rule, such a system is necessary for developed advertising activities with the involvement of the company's own designers and a number of external contractors working with corporate identity.

    Work result: corporate identity guideline, media layouts.

    Visual communication system

    The visual communications system is an integral part of the overall business communications system. Through corporate identity, a part of the general, pre-planned interaction with target audiences begins to occur. For such projects, a description of the company's positioning, a detailed story about the target audiences with which to interact, and the rules by which this interaction will take place are necessary.

    It sounds complicated, so I’ll give an example: if for some unknown reason we use clip art with foreign people in our corporate identity, this is just a design. And if during the study of the brief we found out that contact with company managers is extremely important for Central Asia, we decided that we need to show these people, took photos of them and asked to keep a blog on the company’s website - this is a planned interaction, part of which is carried out through a visual channel.

    image

    Objective: creating a system of visual distance from the environment, capable of communicating informational and emotional messages.

    Result of work: communication platform, guideline, layouts.

    As a rule, we have the third and fourth types of work. It turns out something like this .

    PS: Despite the fact that from the point of view of identification, logo and naming are key elements, we do not consider them in this material, since with them usually everything is pretty clear-cut.

    Also popular now: