What is corporate / brand identity?

Developing a corporate identity for your business or organisation is a service that can be extremely in-depth or quite simple. The main focus should be a visual look and feel that translates across all corporate material, from your logo, business cards and letterheads to website and product display. Your identity is a visual reinforcement of your brand, establishing recognition, and promoting your business to future success.

How can you maintain consistency of your corporate identity?

Developing a corporate styleguide helps to protect your identity from manipulation or inconsistent use. The added benefit of a styleguide is to improve the recognition and longevity of your brand. Internal use provides access ‘in-house’ to staff, or an external example might be providing a copy to your print suppliers. A styleguide may be a printed document or may be supplied online or via PDF, and can be simple or advanced depending on your requirements.

You may include details of many design components such as:

  • Logo use – allowed and prohibited use
  • Business cards and letterhead layouts
  • With compliments slips
  • Presentation folders
  • Powerpoint / slideshow presentation graphics
  • Exhibition graphics such as banner-stands
  • Signage and displays
  • Website layouts and email campaigns
  • Newspaper and magazine layouts
  • Logo and supporting colour breakdowns

Many years ago a corporate styleguide could be a huge, forbidding, ringbound volume. These days you’re more likely to encounter a PDF document, or perhaps a section of the company website.

Whether you have a set styleguide with rules and regulations, or just an existing look and feel to work with, [and assuming that you want to continue with it] your designer should create work that speaks the same language as your previous material.