Building a-corperate-design

BUILDING A
CORPORATE
DESIGN
A SHORT INTRODUCTION.

I AM

SINCE : 1968
OCCUPATION : CREATIVE ON AN ADVERTISING AGENCY
EDUCATION : THE DUTCH ACADEMY OF ART AND DESIGN
RIETVELD ACADEMIE AMSTERDAM.
PHILOSOPHY : EVERYTHING IS A CHANCE.
THINKS : REALITY IS CHAOS
NAÏEVE BELIEF : EVERYBODY IS CREATIVE.

DO YOU HAVE A DESIGN PROJECT YOU NEED HELP WITH?
I WOULD LOVE TO HEAR ABOUT IT.
PLEASE SEND AN EMAIL: VINCENT@MEYSON.NL

CORPORATE DESIGN

A corporate design is the official graphical
design of the logo and name of a company
or institution used on letterheads, envelopes,
forms, folders, brochures, etc. The house style is
created in such a way that all the elements are
arranged in a distinguished design and pattern.
This includes dictating what ink pantones should
be used in the coloring, and what typefaces.

http://en.wikipedia.org/wiki/Corporate_design

CORPORATE BRANDING

Corporate branding is the practice of using
a name, sign, symbol, slogan or anything,
in an attempt to leverage corporate brand
equity to create product brand recognition.

http://en.wikipedia.org/wiki/Corporate_branding

BRAND

A brand is a name, sign, symbol, slogan
or anything that is used to identify and
distinguish a specific product, service,
or business.

http://en.wikipedia.org/wiki/Brand

VISUAL IDENTITY

Who you are.
And how you express that visibly.
That’s your Visual Identity

If you smell like a banana and you look like a banana, then ask youre self; are you a banana?

IMAGO

How others see you.

Where did the banana go? Remember, there is always more than one perspective

“Newton...a mind forever voyaging through strange seas of thought”
The first Apple logo featured Isaac Newton sitting under an apple tree.

The Golden Arches in McDonalds logo represent style, significance and a strong corporate identity

By incorporating the “Puma” in the logo, the company summarized their complete brand maening

BASIC ELEMENTS

A corporate design consists of
a few different elements:
logo,
colour,
typography and sometimes
an additional graphical elements.

LOGO

A logo is a graphic mark or emblem.
Logos are either purely graphic (symbols/icons)
or are composed of the name of the
organization (a logotype or wordmark).
Or in most cases a combination of the two.

WORDMARK

A wordmark is a distinct standardized text-only
typographic representation of the name
of a company, institution, or product name.

Coca Cola, widely regarded as the most successful brand in the world, is a text only logo type.

Ebay, the logo strongly reflects the fact that eBay is a fun place to buy and sell…

Nivea, from the Latin word niveus/nivea/niveum (meaning snow-white).

GRAPHICAL MARK / EMBLEM

There are three types of graphical marks:
The icon and the symbol.
The icon shows what or who the organisation is
and what it does.
The symbol refers in an abstract sence to the
organisation.
In general the lines between them are diffuse.

An iconic logo: a red letter sandwiched between two bun halves, these guys make hamburgers

An symbolic logo: The Nike Swoosh logo represents the wing of the Greek Goddess of victory.

An symbolic logo: a young boy looking up at a star in the sky. Representing the son of the founder.

COLOUR

Brands often claim one or two specific
colours. The consistent use of those colours
is considered important to their brand
recognition.

Ikea is synonym to very, very large blue buildings with yellow accents and giant logos

1930, The “UPS” Pullman brown, is considered neat, dignified, and professional. Never changed since.

T-Mobile claims the rights for the use of magenta! And is sueing companies which also use magenta.

TYPOGRAPHY

The consistent use of a limited amount of
typefaces contributes to a greater uniformity
of the organisation image.

TYPEFACES / FONTS (1)

Typefaces can be divided into two main
categories: serif and sans serif.
The sans serifs have a more modern character.
As the serif has a more clasical feeling.
Depending the image a company wants,
the designer picks one of them.

TYPEFACES / FONTS (2)

Both of the categories have there own set of
benefits regarding usabilty. Sans serif have
a beter use in screen based, short copy
environments. As for the serif works beter for
long copy printed works (such as newspapers
and books), at least
for the text body. A combination of these

Siemens (san serif ) has a modern looking appearance. UBS (serif) has a old and classic feeling to it.

CORPORATE TYPEFACES

Some companys even make their own typeface.
To garantie an optimal represention of their
image.
Before-DTP: Out of practical motives many
companys picked there corporate typeface from
the most commonly used ones.
Since DTP corporate typeface became more

Typeface everyone:

ABCDEFGHI
JKLMNOPQ
RSTUVWXYZ
abcdefghij
klmnopqrst
uvwxyz

A special typeface was created for London 2012. It is intended to convey energy and dynamism.

Ty p e f a c e VA G R o u n d e d :

ABCDEFGHI
JKLMNOPQ
RSTUVWXYZ
abcdefghij
klmnopqrst
uvwxyz

The VAG Rounded typeface designed as a corporate typographic voice for the Volkswagen AG

FIFTH BASIC ELEMENT

Some corporate brandings are using additional
graphical elements. A so called fifth element.
Mostly used in a more random way, though out
the corporate design.

The Michelin symbol is Bibendum, introduced in 1894, one of the world’s oldest trademarks.

Hidden Mickeys started out as inside joke. Nowday’s it is a purposefully placed item in Disney media.

The Twtter bird is called Ollie, an iStockphoto $7 illustration that represents Twitter beter then it own logo.

CORPORATE IDENTITY
STRUCTURES
There are three corporate identity structures
a organisation can assume:
- Monolithic
- Endorsed
- Branded.

MONOLITHIC IDENTITY

The whole of the organisation has one identity.

Note: The brands mentioned on this page are only a few examples of the total of brands from this concern.

MITSUBISHI MITSUBISHI
ELECTRIC CORPORATION TECHNOS

ESTATE RESEARCH INSTITUTE

PAPER MILLS RAYON AMERICA INC.

The three diamonds are found in almost every company logo of the Mitsubishi concern.


From Healthcare, Research to Consumer Lifestyle products, all activities are done under one brand

ENDORSED IDENTITY

The different parts of the organisation
have their own identities.
But there is a visible relation to each other.


In many brandlogos of the Nestle concern is the Nestle logo integrated with the artwork.


In this case, it is not the concern logo but the application’s logos that are totally look a like.

BRANDED IDENTITY

The different parts of the organisation have
their own identities.
Not necessarily in relation to each other.


The Unilever logo is mostly invisible in the marketing/brandcommunication of many their brands


There is no visual brand relation within the General Motors concern and it’s brands

LIFESPAN

The lifespan of a corporate design depends
mainly on the maintenance and strict
compliance of guide lines, as are laid down
in the style manual.

The age of a corporate design is less important.

Started as a realistic shell in 1900, today (since 1971) the logo is bold, colorful and much more simplistic.

The basic logo font face is still quite similar to what it was in 1892.

DISCLAIMER

THE INFORMATION IN THIS DOCUMENT IS INTENDED FOR INFORMATIONAL AND EDUCATIO-
NAL PURPOSES ONLY, TO PROVIDE READERS BETTER UNDERSTANDING ABOUT GRAPHIC
DESIGN AND CORPORATE DESIGN.

ALL DESIGNATED TRADEMARKS AND BRANDS ARE THE PROPERTY OF THEIR RESPECTIVE
OWNERS. PLEASE RESPECT THEM.

Building a-corperate-design

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