The Coca-Cola font imitating handwritten lettering, the rearing Ferrari horse, the coffee packaging with the image of a red mug – at first glance it seems that these are completely different things. But still, they have something in common. Font, logo, and packaging are all examples of brand identity. It is it that provides visual identification of a company or product, helps consumers remember and distinguish a product from competitors’ products. So, today we will talk about identity. Let’s start with the basic concepts.
What is an identity and what tasks does it solve?
Identity is often equated with corporate identity, but this is not entirely true. Although these terms overlap, they are not synonymous. Identity is not only a corporate identity, but also an ideology. In this sense, it is closer to the brand, because through a system of visual elements it conveys the company’s values to consumers. To make it clearer, let’s compare the main function of corporate identity and identity:
- Corporate identity – visualization elements (color, font, graphics, etc.) that make the brand more recognizable.
- Identity is a set of color, graphic, text, sound constants that not only make the brand recognizable, but also convey its ideology to the target audience.
What tasks can be solved through the development of an identity? Primarily:
- increase brand awareness;
- stand out from competitors and their products;
- communicate the company’s values to the target audience;
- create an attractive brand image for consumers;
- emotionally “hook” the target audience;
- attract the attention of loyal customers;
- increase the effectiveness of advertising campaigns;
- increase sales and make the brand successful.
Important! The business owner can independently come up with a graphic design for the logo, choose colors or a font. But to put ideology into the elements of brand visual identification, to fill them with meaning, to make them attractive to the target audience is a task for professionals. If you want the identity to effectively fulfill its function, entrust the development to specialists.
The main components of the identity
1. Name
If the brand is based on the identity, then the identity is based on the name. Not without reason, the cartoon captain Vrungel sang: “Whatever you call a yacht, so it will float.” A bright, sonorous, easy to remember and just as easy to pronounce brand name is the key to success. That is why naming should not be taken lightly.
2. Slogan
A short, capacious, emotional and catchy phrase helps to convey to the consumer information about the key benefits of the product, brand ideology, and the value of owning the product. It also improves memorability and increases the recognition of a company or product. Truly successful slogans live for decades. Surely it will not be difficult for you to continue the phrases “Image is nothing, …” and “There is a break, there is …”. Furthermore! Some slogans go to the people and survive their brands (“I’m not a freeloader, I’m a partner!” from MMM, “Just add water!” from Invite, etc.).
3. Logo
This is the foundation on which the identity is built. A good logo reflects the direction of the company, its values and philosophy. As for graphic design and technical details in general, the following requirements should be taken into account during development: simplicity, scalability, uniqueness, understandability, memorability. Sometimes it is not possible to combine all the characteristics in one sign. In such cases, several versions of the same logo can be developed. For example, color and black and white, small (simple) and large (detailed).
4. Typography
Typography is not only the font itself, but also its size, letter and line spacing, indentation, and other features of use. The fact is that two pages typed in the same font, but with different margins, the distance between letters and lines, will look different. That is why, when developing an identity, it is necessary not only to choose a font, but to describe in detail the features of its use in various situations.
5. Color
Corporate colors play an important role in the perception of a company or product. First, they make it easier to visually identify a brand or product. Imagine if Coca-Cola cans were green or pink instead of the signature red color. Will shoppers be able to find a drink on the supermarket shelf just as quickly? The answer is obvious! Secondly, it is impossible not to take into account the psychology of perception of different shades. With the help of color, you can emphasize the advantages of the product, focus on certain qualities of the product, and attract the target audience. That is why, do not randomly choose corporate colors. It is advisable to do research and choose the color scheme that is most suitable for your purposes.
6. Graphics
Perhaps this is not the most important element of the identity, but you should not forget about it. This category includes all graphic elements related to the brand. Including patterns, favicons, mascots, website icons, etc. For them to work for the brand, you need to use them correctly in all situations. For this reason, it is not enough to develop graphics. It is equally important to draw up the most detailed list of recommendations for its use.
Media or where to use the identity?
Imagine that you have a microscope. You can use it to study objects invisible to the naked eye. You can hammer nails into them. And you can put it in the closet and dust it from time to time. In the first case, it will be a functional tool. In the second, you will probably hammer a couple of nails, but you won’t have to talk about efficiency. And finally, in the closet, the microscope will be absolutely useless. The same can be said about the identity, because, in fact, it is just a tool. Business development tool. And its effectiveness depends on how correctly and how often it is used.
So, let’s list the main groups of identity carriers:
Web space
First of all, we are talking about the site. But we also shouldn’t forget about groups in social networks, third-party resources, emails, promotional mailings, etc.
Polygraphy. This category includes both marketing materials (business cards, presentations, gift certificates, postcards, calendars, etc.) and advertising (leaflets, booklets, coupons).
Business documentation
Any document is an excellent platform for placing a logo or other identity elements. Agreement, invoice, waybill – use all the opportunities to be remembered by partners and consumers.
Package
For product brands, this is one of the most important carriers of identity. It is the packaging that distinguishes your product from the products of competitors, helps the buyer to navigate and make a choice.
Souvenir products
We all love to receive gifts. Therefore, even inexpensive pens, lighters, key chains, bags and other souvenirs contribute to the growth of loyalty. So why not use them to place a logo or slogan?
A uniform
Branded workwear solves several problems at the same time. It increases brand awareness, improves the company’s image, disciplines and unites employees.
Space
This group can include everything related to the design of the room. Including navigation elements, furniture, interior, etc.
