It is not only the major multi-nationals that require corporate identities. At the most basic level –a logo, stationery and of course a website– an identity is needed by almost all organizations, from small businesses to charities and educational institutions.
Logos have to be designed keeping in mind that they have to appeal to the intended audience on a more personal level and to accommodate a wide variety of applications.
In short, a corporate identity is a visual statement of a company’s role and function and is used to convey a sense of purpose and a set of values. Any company that has a name has to state that name in visual form at some time. This is more or less unavoidable. The form this statement takes requires decision-making, a decision which is already part of the bigger process called corporate identity. From here a logo together with a name and guidelines on how these elements should be applied to all material from stationery to products delivery, work together to become a corporate identity.
As Wally Ollins said: “The identity of the corporation must be so clear that it becomes the yardstick against which its products, behavior and actions are measured.”
The term “corporate identity” is more commonly associated with larger “corporate” companies. This is mainly because only larger companies can afford to fund the process and pay for the amount of work involved in the development of an identity. In addition to this, it is commonly deemed unnecessary for a smaller company to have such complicated and strict systems of identity, style and application.
However, for smaller companies, such world branding is not required. What is required, however, is a usual language to represent their operation. This can be achieved through a series of photographs applied to a business card, a logotype or a combination of colors. This gives a company or organization a strong and coherent visual identity that acts as an expression of its personality. It also creates uniformity within a company and sets a standard which all communications must adhere to.
So, although both large and small companies require an identity, the designer must be aware that small local companies, contact businesses on vastly different levels to larger, international companies. The requirements of those clients and the approach to their individual identities to their individual identities will therefore also differ.
Media Something takes all that into consideration when designing your logo or your brand identity.