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Are
logos really all that matter or is it the service and product? It would be
easy to say that your corporate identity has less to do with logos and
graphic arts than with quality of service. But remember, your logo IS your
corporate identity. It's what people identify with your company, so it's
important and complex.
Simply
redesigning a company's corporate image can run into millions when you
include repainting the livery on company vehicles, replacing signage on
buildings and redesigning and replacing corporate uniforms. And you may
have noticed or worked for companies who routinely change their identity.
That's a bad sign…a sign that they don't know who or what they are
about.
Always
remember, first impressions play a major role in the decision-making
process. Projecting a clear, strong, well-designed visual identity is
essential.
Your
logo and corporate image should reflect your industry, your business'
personality and your mission. For example, a lawyer would not likely
reference a smiley face in their logo, but an underwear company might.
Companies
in direct contact with consumers should express a bolder and more exciting
image if they want to stand out from the crowd. Virgin Airlines, Gap and
Fosters are good examples of companies who employ such tactics.
Your
company identity should be part of your business plan so that the image
that you project represents the type of company you operate. If your
business caters to high-end clientele, then your image should reflect
that. If you serve the bargain hunter, having an expensive appearance may
drive your target consumer away. Businesses that promote a sense of fun
should do so in their logo as well.
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