Corporate Identity

Earlier on in the week, we were given a discussion about corporate identity by Dawn and Malcolm (My tutors).  Corporate identity is a form of communication between the company and the customers. It is the personality of the company and how they show that across. Overall it is communication that personifies the personality and the character of a brand. This is so that the customers know what to expect and if they approve of it. It is also for the people that work there, to be able to be proud of the company they are working for, which would show in the the quality of their work. When thinking of the personality of the company, there are a range of aspects to include/think about. These include:

• The Logo - the top three brand logos are Apple, Google and Coca-Cola. In general, they shouldn't be too fussy or overpowering. It should be simple, memorable and easily transferable for different uses, such as cups or napkins.
• The Colour - attracts the customers, depending on the target audience, and it sets the mood.
• Uniform - that the workers wear, and what perception it puts across to the audience. 
• Furniture - gives the restaurant/cafe a theme.
• Strap lines - creates a catchy, memorable method to recognise and remember the brand.
• Sign-age - first impressions of the brand towards the customer.
• Buildings - makes the restaurant's appearance look inviting.
• Visual materials - could include the type face and brochures . What looks good for the customer and what works well for the brand.
• Employees - Friendly and welcoming to make the customers feel happy and relaxing in the company's environment.
• Music - creates an atmosphere, and invites a younger audience.
• Website - gives the audience knowledge on the company, should invite the audience and pull them in.
• Product - The outcome that the customer receives, should be of a high standard, which could increase repeat purchase. 

Case Study

We looked at BP and how they showed corporate identity. Their old logo was old fashioned and didn't catch much attention. The 'British' element also didn't go down to well. They evolved the logo by changing the lettering to Italic, and places the type onto a green slab. Apparently it took ages to find the correct green, as the logo will be on everything that they create. The website is very plain, so it would attract the older generation/audience. Although, they have kept with the present day, adding Facebook and Twitter links to their website. The text type is the same all the way through, which creates a better view on the website and everything that they produce. 

An image of the logos that have developed over time.

This image shows that the logo should be able to work on massive objects (including an air balloon) as well as uniform or A4 sheets of paper.  I have to be able to create a logo which can be designed onto stationary or paper cups, as this will advertise the refectory as well.