This week, we touched on the importance of Corporate Identity (CI).
CI is what makes a company unique and special. Components of CI strategy includes corporate behaviour, visual identity and corporate communications. Visual identity is key in representing the organisation's identity. It influences its place in the market and articulates the company's goals. Corporate design includes logo, colours and typefaces.
Logo
- Attracts attention and works as a signpost
- Informative and memorable
- Of aesthetic value that doesn't date easily
- Can easily be adapted to a variety of contexts and frameworks
Colour
- Quick identification purposes
Typeface
- Conservative v.s. innovative designs convey different identities
Above is a quick summary of popular brands and their use of colour that allows for quick identification.
A brand that can be found in most local malls is Bossini. Their use of colour and typeface is very evident and effectively noticeable.
Even their stores incorporate their brand colours.
During tutorial, a few more points were mentioned to help us with our advert project.
Brand and Identity
- Brand Message/Narrative
- Common Goals
- Consistency/Coherence
- Target Audience
Example: Chanel v.s. MacDonalds
- Class and sophistication v.s. fun, happy, and cheerful
Ad History
- Focus on photography or illustration?
- Themes?
It is not just about what you do. It is also about what you don't do.
Think about the MESSAGE
- Must be done purposefully and meaningfully
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