Logo
The logo is the most expressive and laconic symbol of the brand. It serves as the basis of the corporate style, setting the direction and character for all other visual elements.
The logo is what first attracts the attention of customers. It can exist in several variations. The logo is used in the design of accessories and advertising materials, such as business cards, signs, billboards. The use of the logo should be meaningful, and in some cases it can be effectively replaced by other elements.
Brand fonts
They help convey the character and uniqueness of a italy business mailing list brand, making it easily recognizable. However, their importance is often underestimated, which leads to incorrect and ineffective use.
Brand fonts
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To create a corporate identity, three types of fonts are usually enough: one for the logo, another for advertising materials, and a third for Internet resources. It is important that the fonts are readable, combine well with each other, and match the logo.
For example, handwritten fonts convey a sense of trust, cursive fonts convey a sense of lightness, and fonts with straight letters are suitable for universal messages, but not for advertising unique products. Serif fonts look better in printed materials, and sans-serif fonts look better on web pages.
Elements such as the size of spaces and intervals, font size, the combination of uppercase and lowercase letters, and line length also play an important role.
Incorrect typography choices can create unwanted associations and cause mistrust in your audience.
Color palette, color code
The color palette is an important component of a company's corporate identity, which helps to easily recognize the brand and understand its essence. It is used to design the logo, products and corporate materials and can create the desired effect even without a logo and company name.
As a rule, 2-3 main colors are chosen to create a corporate style, although there are exceptions when brighter combinations are used.
When choosing a color scheme, it is important to consider how colors affect perception. Different shades and their combinations can evoke different emotions and associations related to cultural and historical traditions.
For example, green is often associated with nature and health, yellow with joy and optimism, and black with sadness (but in combination with yellow, black can be perceived as a symbol of luxury). At the same time, it is important that the color palette reflects the philosophy and uniqueness of the brand.
Graphic elements
They play a key role in forming the brand image, help to reveal its character more deeply and convey a certain ideology. These elements can convey the mood or messages of the brand depending on the situation. Graphics are especially vivid in printed products. For example, in forms, envelopes and badges, as well as in favicons and other small details.
Compositional solutions
Compositional solutions help to combine different elements of visual style into a single whole, creating a complete image. If the composition is well done, then an advertising banner can be created on its basis. In this case, other elements for identifying the company may not be needed.
Compositional solutions
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The concept of a company's corporate style covers a variety of attributes that depend on the specifics of the business. These include:
printed products such as forms, notepads, envelopes, folders, business cards, menus and calendars;
tableware, whether reusable or disposable cups, plates and cutlery;
office supplies such as pens and pencils;
clothing with a corporate identity, including T-shirts, caps, chef's hats and aprons;
badges, price tags, napkins, food packaging, bags and table mats;
decor for office and transport design.
All these elements, if designed in a recognizable and uniform style, help to create a unique visual image of the organization. When a consumer sees an item with such a design, he automatically associates it with the company. Even a simple photograph or illustration, but with a unique style, can improve recognition.
There is no need to create a design for many different items. Even a minimal set, such as an envelope, a letterhead and a business card with a memorable logo, already shows a high level of organization of the enterprise.
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Additional components of the company's corporate identity
In addition to the main elements of corporate identity, there are several additional ones:
Trademark
Such a sign is an important component of the company's corporate identity. When officially registered, it becomes a trademark. A trademark can be presented in different formats:
visual - in the form of abstract or concrete images;
musical - in the form of jingles or screensavers;
verbal - as a verbal description;
volumetric - as a patented form of the product;
mixed - combining several of these formats.
Slogan
Slogans are often found in advertising and are remembered due to their brevity and expressiveness. We are talking about a compressed phrase that reflects the mission and values of the company. This is a concentrated expression of the meaning that the brand wants to convey. Developing a slogan requires taking into account many nuances (adaptation to regional features, sonority and melody of the language).
Mascot
This is a character that is associated with the company and is part of its corporate identity. It can be a person, an animal or a fictional creature. A mascot makes the company closer and more memorable for people. It is not always necessary, as it is not suitable for all cases.
Patterns
These are patterns or textures that are used as a background in brand identity design.
Decor
These are the same patterns or elements as patterns, but in countable quantities, such as curly braces, bullets, or frames.