Corporate Identities

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Corporate Identities
Corporate Identities
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What is it?

• Its the "persona" of a corporation which is
  designed to accord with and facilitate the
  attainment of business objectives, and is usually
  visibly manifested by way of branding and the use
  of trademarks.

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Parts

• Logo
• Stationary
• Letterhead and envelop
• Business card
• CD/ DVD cover and jacket
• 1 special interest item
• Mailer, popmercial, coupons, banner, poster, book
  jacket, etc.
• Website (not for this assignment!)

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Stationery Sets

• Stationery sets consist of letterheads,
  business cards, and envelopes.
• Also called identity sets, business identity
  sets, and letterhead sets.
• A well designed stationery set conveys a strong
  and positive company image.

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Information on Letterheads

• Letterheads usually contain
• - the company name and logo,
• - the street address,
• - city, state, and zip code,
• - telephone and fax number, and
• - internet or web address.

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Information on Envelopes

• Envelopes usually contain
• - the company name and logo,
• - the street address,
• - city, state, and zip code, and
• - sometimes the internet or web address.

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Information on Business Cards

• Business cards contain - the company name and
  logo, - the street address, - city, state, and
  zip code, - telephone, fax number, and other
  contact numbers - individuals name and
  title, - internet or web address and email
  address.

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A goal of stationery set design is to create a
unified, consistent style. Keep typeface
choices, colors, sizes, and alignments the same
across all three formats. Credit Truong Le.
Stationery Set Design Considerations (1 of 2)
Stationery Set Design Considerations (2 of 2)

• Each piece in a stationery set has a distinct
  function.
• Envelopes need areas reserved for postage and
  routing information.
• The letterhead needs space for business
  correspondance.
• Business cards provide critical contact
  information in a compact space.

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Stationery Set Design Zones

• This figure shows the available design zones in
  a letterhead set marked in gray.
• Designing in zones supports its pieces
  function.

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Logos and Logotypes (1 of 3)

• This figure shows examples of logos.
• Logos are combinations of type and graphics
  that represent a business, groups, projects,
  brands, or an individuals identity.
• Effective logos visually depict a companies
  essence into a compact, legible, memorable, and
  stylish mark.

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Logos and Logotypes (2 of 3)

• There are technical differences between
  different types of logos.
• Many designers simply clump all of these
  together under the term Logo.
• A logotype is a name constructed out of unique
  typography or lettering.
• A symbol is a simple sign that represents
  another thing. For example, a valentines heart
  represents the concept of love.

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Logos and Logotypes (3 of 3)

• A pictograph is a symbol used internationally
  to cross language barriers. For example, the male
  and female restroom icons.
• A trademark (a.k.a. mark) is an unique name or
  symbol used by a corporation to identify a brand
  or product. Two trademark examples Nike swoosh,
  and CBS eye.

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Logo Design Considerations

• The visual styling of the type and symbol used
  should express the spirit of the company.
• Logos are used very small to very large.
• Logos are reproduced at different sizes, from
  newspapers to billboards.
• The design must reproduce well in one color.
• The design must be legible when faxed.

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Logo Design Suggestions (1 of 4)

• Design the logo in black and white, no grays or
  color.
• Avoid fine details in the logo as they are
  often lost when the logo is very small.
• Choose clear and legible typography or
  lettering.

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Logo Design Suggestions (2 of 4)

• This logo was designed first in color, not in
  black in white.
• Consequently, when it is converted to black and
  white, it loses clarity.

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Logo Design Suggestions (3 of 4)

• Design an easily recognizable symbol (if the
  logo uses a symbol)
• The logo should stand out from the competition.
• The design should have visual impact.
• The logo should have strong negative and
  positive shape relationships.

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Logo Design Suggestions (4 of 4)

• Logos needs to reproduce well very small and
  very big.
• Periodically test it at different sizes.

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Flyers

• Flyers are one- or two-sided simple pages
  advertising a special limited-time offer or a
  special one-time event.
• Flyers are also known as circulars.

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Flyers

• Flyers often advertise sales, as shown in this
  figure.

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Flyer Standard Dimensions (1 of 2)

• Using standard paper sizes such as 8 1/2 x 11
  or 8 1/2 x 14 keeps costs down.
• Most flyers are a full or partial page based on
  letter or legal size paper.

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Flyer Standard Dimensions (2 of 2)

• This figure shows common flyer sheet sizes.

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Standard Information on Flyers (1 of 2)

• Flyers are meant to grab attention quickly
  through strong and simple type and graphics.
• They usually have
• - a very large, catchy headline
• - an attention-grabbing phrase or slogan
• - strong visuals or graphics

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Standard Information on Flyers (2 of 2)

• time-sensitive phrase (the limited time offer)
• - coupon (optional)
• - the business name and logo
• - the business address
• - phone and/ or fax number
• - web site address and/ or email.

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Keep it simple and striking. Place coupons
next to an edge where they are easy to clip out
of the flyer. Be specific with wording on
coupons, including the value, expiration date,
any rules and exclusions, and include the
companys name, logo, and address.
Flyer Design Considerations
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Banners are large signs meant to quickly convey
a simplified message. They are hung in stores,
on lampposts, draped across buildings, and strung
up in gymnasiums. Sizes and orientation of
banners vary depending on the hanging space and
the proposed reading distance.
Banners (1 of 2)
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An example of a banner. Horizontal formats
work well with text as the type can flow
naturally and avoid hyphenation.

• Banners (2 of 2)

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Banners, because of their simplicity, demand
effective use of all type and visual elements.
Strip text down to its essential, less than eight
words. Make text as large as possible.

• Banner Design Considerations (1 of 2)

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Use sans serif fonts for distance
legibility. Avoid hyphenated words in
banners. Large-format print technology is
changing, so check with several print shops for
available sizes before settling on a banner size.

• Banner Design Considerations (2 of 2)

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Newsletters

• Newsletters are limited page publications used
  by organizations
• - to provide business and personnel updates,
• - inform clients about product releases and
  upgrades,
• - update members on club activities and current
  events,
• - and review business services.

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Standard Elements in Newsletters (1 of 3)

• The nameplate is the name of the newsletter in
  special letters, often with a slogan.
• The masthead contains the publication
  information, including publishers name, address,
  staff, circulation information, subscription
  information, and so on.
• Short articles and quick facts
• Jokes and short humorous anecdotes,

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Standard Elements in Newsletters (2 of 3)

• An example of a nameplate with an included
  slogan.

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Standard Elements in Newsletters (3 of 3)

• Quotes
• Typically, at least three articles per page to
  encourage easy scanning
• Questions and Answers sections,
• Special event listings,
• Kudos and awards.

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Standard Newsletter Dimensions (1 of 2)

• While newsletters come in a variety of sizes,
  the most common is an 8 1/2 x 11 booklet.
• To maximize page use, 11x17 paper is printed,
  folded in half, and stapled together to form a 8
  1/2x11 newsletter.
• The 8 1/2x11 newsletter can be mailed in a
  large envelope, or folded again in half into a
  self-mailer.

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Standard Newsletter Dimensions (2 of 2)

• This figure shows how newsletters are folded.

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Newsletter Design Considerations (1 of 2)

• Set up a grid and use it as a design guide for
  maximum consistency.
• Decide on a typographic master plan and
  consistently apply it.
• Stick with a single strong alignment scheme.

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Newsletter Design Considerations (2 of 2)

• Decide early how the newsletter will be
  distributed self-mailers require a dedicated
  area for mailing information.
• Secure self-mailers together with adequate
  amount of stickers.

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Book Jackets (1 of 3)

• Book jackets come in a wide array of sizes,
  topics, and visual solutions.
• Due to the incredible range of topics, they
  allow rich opportunities for exploration,
  innovation, and creative latitude.
• They can be simple to complex.

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Book Jackets (2 of 3)

• They can be all typographic or a mix of type
  and image.
• Successful visual solutions reference content.

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Book Jackets (3 of 3)

• Book jackets may be a stand-alone design, or
  part of a series of jackets.
• The publication market is competitive, driving
  designers, authors, and publishers to innovative
  visual solutions.

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Book Jacket Design Considerations (1 of 3)

• Like a poster, they need to function from a
  distance.
• Must be attractive and communicative from arms
  length.
• Book jackets are a sales tool
• A successful cover will lure a viewer in from a
  distance.

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Book Jacket Design Considerations (2 of 3)

• Due to competition, there are few hard-and-fast
  design rules for book jackets.
• Each publisher has their own set of
  requirements and conventions, requiring research
  of job parameters before beginning design.
• First edition book jacket designs are usually
  open, second and subsequent edition designs are
  limited by the established book jacket design.

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Slide Book Jacket Design Considerations (3 of 3)

• Designers often present several design options
  to publishers.

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Book Jacket Elements

• Front covers show the book title, author, and
  publishers logo.
• Back covers contain descriptive content text,
  publishers logo, isbn, and upc code.
• Spines list title, author, publisher logo, and
  often imagery referencing covers imagery.
• When the book is part of a series, the series
  name, logo, and visual imagery are included on
  the jacket, front and back.

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CD covers and Labels

• CD covers perform many of the same functions as
  book covers.
• Offer rich opportunities for experimentation
  and innovation.
• Have to stand out from the competition.

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CD Cover Design Considerations (1 of 3)

• They must be attractive
• They must express a sense of the CDs content.
• Visual elements must coordinate between CD
  Cover, label, and pamphlet.

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CD Cover Design Considerations (2 of 3)

• The cover should display title and author
  information.
• Software CDs should list compatible platforms
  and requirements.
• Music CDs often feature an image specific to
  the band such as a photograph, portrait, or
  bands logo.

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CD Cover Design Considerations (3 of 3)

• CDs that accompany books should coordinate.