Corporate identity starts with your logo. A logo not only represents your name but the totality of what your business represents. It communicates the values, character, and personality of an organization.
Many misunderstand corporate identity with brand identity. Your logo is only a part of the branding process. However, it's a vital component because it's the most recognizable symbol of your brand. Remember, your logo has to be versatile to work on a business card, website, and even signage. Your logo is a core design element that unifies your design.
When it comes to a logo, simple, inspired logos have proven to stand the test of time. It is rare to find a busy or complicated logo that lasts very long marketplace.
Creating an attractive color palette that appeals to your specific target markets will enhance your corporate identity. Color affects perceptions and emotions that impact decisions.
Consistency in your logo, colors, and fonts allows the marketplace to quickly and easily recognize your business. If done properly, every impression will develop credibility, trust, and top-of-mind awareness.
Choosing the right fonts that are an ideal fit for your brand and appeal to your target markets can be a double-edged sword. If utilized correctly, it can reinforce your messaging. If implemented without a strategy, it can be counterproductive.
Typically the top brands use primarily two fonts that are complementary. You'll see a consistency in all of their written communications.
There's been a recent trend of mixing a handful of different fonts. Although that may work for a small niche market, it's rare to see it used with a brand that stands the test of time.
It's always important to remain flexible and adapt, especially when it comes to a particular ad campaign. Every ad campaign can have its own identity with a tertiary color palette and font.
Remember that consistency in these core elements of your corporate identity should are applicable for both digital and print communications. Consistency can strengthen your brand identity. Inconsistency can weaken it. In most cases, simplicity wins out against competitors time and time again.
THE PRESIDENTS FORUM
Nusblatt Dental, Manhattan, NY
Attorney at Law for
LINCOLNWAY DENTAL CENTER, INC.