|
Things to consider when looking for a corporate identity-
Logos:
Scalability- your logo should be able to
scale well so that it can be used in a variety of mediums, from business
cards to billboards.
Simplicity- your logo should not be too complex
or have fine details. Details and complexity tend to get lost when
shrunk down. You will want your logo to work on letterhead, business
cards, and possibly even merchandise such as pins, mugs, or pens.
Color- while color is not necessarily something
to stay away from, remember that in many printing operations, the
more colors you use, the higher the cost of printing becomes.
Black and White- Your logo must keep its
look, feel, and power when converted to black and white. If it becomes
muddy or illegible when converted to black and white, you may need
to reconsider. Options for fixing a black and white unfriendly logo
include starting over, or paying to have a black and white alternative
created that keeps with the integrity of the color logo.
Paper vs. the Monitor- When you get your
logo, check it out on another medium besides just the computer screen.
The colors that the screen produces are much brighter than any that
can be reproduced on paper, so try printing it out. Do you still like
it? If not, you may need to reconsider some of the color choices.
Original Illustrations- We use only original
artwork in all corporate ID work. If you use clip art or stock imagery
from CD's or other websites, generally you don't own that image, and
it can be used by others, thereby degrading the power of your identity.
Typefaces:
Your choice of typeface can impact the look
of your logo significantly. Make sure that it is easy to read, especially
at small sizes, and conveys the feeling of your business. I.e., if
you are a high-tech company, an old-world cursive script probably
would not be the best choice for you.
Generally, more than one typeface may be
considered part of your identity. While you may only use one font
for your logo, often fonts for use in printed materials are also considered.
Colors:
Generally based on the colors of your logo,
the colors you choose can have a huge impact on your identity. Whatever
you use, make sure the colors work well together and in proportions
that are not hard to look at.
Letterhead:
Usually a combination of your logo, typeface,
and colors, your letterhead is an effective way to promote your company's
identity. Remember, letterhead isn't limited to the top of the page.
Envelopes:
Envelopes that match the letterhead are an
effective way to show that your company takes its identity seriously
and increases its credibility by showing that you are established
enough to start taking care of details.
Questions-
I am a small business or independent professional,
should I have an identity? When you start competing with other individuals
or companies, it is important to stand out and have your own identity
to help visually identify you from your competition. Even if there is
little or no competition in the local area and you have had a monopoly
for years in your current location, once you go on the net, you are
competing globally, and your website should be visually memorable and
professional to people looking for your services.
My company already has an identity, can you
work with that? Absolutely. We can work with your current look and feel
and build your digital media around your established brand identity.
If you have an in-house art department or use an advertising house,
we can work closely with your people to make sure that we stay well
within your standards.
My corporate identity has a conservative feel,
but I want to look more high-tech for the web, can you do that? Certainly.
Taking your current identity, we can modify it so that you have a "fresh"
look for your digital media.
I am getting ready to go up against the Big
Boys on a national or global level, can you help me? While we would
love to handle all of your business, eventually you should spend the
extra bucks and go with a larger marketing company that specializes
in such work and has the resources to do marketing research and analysis
to make sure your identity can stand up against a global market.
|
