3 Elements of Good Corporate Design for 2019
- 6 min read
- Bojan Zidarević
Sometimes it’s hard to define the design. Design refers not only to graphic design but also to design strategy. It is used in a variety of industries, such as web design, corporate design, engineering, and architecture.
Companies with strong corporate design and identity tend to gain an edge over their competition. This happens because people associate emotions with brands, and if your brand can invoke positive emotions, you immediately gain an advantage.
A company’s brand is usually considered one of the most valuable assets on a company’s balance sheet, and a way towards a good brand is to master the art of corporate design.
In this article, I’ll talk about corporate design and its three crucial elements.
Corporate design is the official graphical design of the logo and name of a company or institution used on letterheads, envelopes, forms, folders, brochures, etc.
The house style is created in such a way that all the elements are arranged in a distinctive design and pattern. It establishes elements such as the tone of voice you want to take and stylistic elements such as how to present a heading.
Corporate design is strongly tied to the corporate identity.
What’s a corporate identity?
Here’s an official definition:
Combination of color schemes, designs, words, etc., that a firm employs to make a visual statement about itself and to communicate its business philosophy. It is an enduring symbol of how a firm views itself, how it wishes to be viewed by others, and how others recognize and remember it.
A corporate identity or corporate image is how a corporation, firm or business presents themselves to the public (such as customers and investors as well as employees).
In today’s fast-paced world, where consumers have almost unlimited options available to them, every company needs to establish a strong presence to stand out. A strong corporate identity can help companies with all their business goals.
The importance of corporate identity can be seen in benefits it can bring to a business:
- Consumer loyalty
- Building a corporate persona
- Business enhancement
Company identity is what drives the entire organization to perform, what makes hiring top talent more comfortable, and what gives the organization a framework to conduct business by.
Powerful identities are coherent.
They connect three elements:
- the value proposition you offer your customers,
- the capabilities system that allows you to create that value,
- and the set of products and services that leverages those capabilities and delivers against your value proposition.
And any proper corporate identity begins with great corporate design.
Elements of good corporate design
A logo is a graphic element that succinctly and quickly identifies a company. It is a way to visually represent a product or a company. It must do that in a way that’s memorable and briefly tells their story.
Typically, a logo is designed for instant recognition. Users can often recognize a company just by its logo. But a logo is only one aspect of a company’s brand strategy. It helps to differentiate a company from its competitors.
However, a great logo doesn’t mean anything until the brand makes it worth something.
Some of the elements used in logo design to communicate this positioning, message and tone are:
- font choice,
- custom typography or calligraphy,
- illustration style,
- shape and style, and
- historical reference.
All these elements come together to communicate certain things.
For example: luxurious, organic and home-style; clean, corporate, stable and efficient; or soft, sensual and luxurious.
Thanks to technological advances, more and more companies are turning to more optimized and shapeshifting logos rather than “never change your logo” principal.
The idea is that the brand should have different logo versions depending on the application.
- A small and simple version of a logo can be used for your mobile app.
- The black-and-white logo could save you money if you are printing promotional t-shirts.
- If you are running a campaign that targets young population, such as kids, you could use a more colorful and cartoony version of your logo so that they can easily relate to your brand.
The image below presents three very well known brands and their versions of the same logo. You can see that magic number for logo variations is 4.
The first version contains all the information, and as you go further down the line, you can see that the final version only contains core brand visual.
A well-proportioned, clean font can make all the difference on a website or even a corporate flyer. All website text, not just for corporate websites, should be readable.
A web designer should take into consideration the different browser rendering engines. Text fonts are not displayed the same across browsers.
Usability also plays a significant role in typography design. It’s not a good idea to include text in images, and not include <alt> tags since search engines crawlers can’t read them.
All these years minimalism has dominated the digital design. The reason for that is not just for its aesthetics, but also because of its practical benefits.
Minimalistic designs are faster to load and they look better on smaller screens and devices.
In typography, serifs (those little tags at the end of letter strokes) have been avoided in modern and minimalist branding, but serifs are making a comeback in 2019. The reason for that is their ability to communicate a brand’s personality.
This year we can expect to see unique and eye-catching serifs. Serifs are becoming strong and individualized, giving this branding trend a modern and classic feel.
Serifs can help your brand to stand out and make your slogan more distinguished. Use it sparingly because they can quickly become a distraction in large blocks of text.
The image below presents a website that is using serif typography in its headings to emphasize elegance and taste. The main product of this website is wine, so this kind of typography is perfect to use.
Every good corporate design should take into consideration color combinations, color meaning, and color theory.
The corporate color scheme makes a strong statement about an organization and how it does business.
The color should emphasize the philosophy and strategy of an organization.
According to this research, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. Almost 85% of consumers cite color as the primary reason they buy a particular product. 80% of people believe color increases brand recognition.
2019 brings a little bit of everything – from clean, subdued whites to bright and vibrant tones. Whether you’re into extra loud colors or subtle neutrals, classic color or a new mix of colors- you’ve got options.
Many brands will go with one dominant color such as intense fiery red or white neutral to distinguish themselves from the competition.
On the other hand, there is an option to go with just a touch of color. With this approach, you can guide visitors eye through your website and highlight specific information.
Another trend that is emerging is the use of contrasting colors. Working with them can be tricky, but if it is done right, it can pay off with a super vibrant and striking brand.
Sometimes you might want to go with a different approach, something more light and magical. The iridescence color scheme is the way to go. Iridescence is an optical effect where certain surfaces seem to change their color when viewed from different angles.
Think of soap bubbles or the backside of a CD. This trend is gaining popularity both in design and fashion because of its mystical and enchanted appearance.
To create a corporate identity that drives success by standing out from the competition, you have to concentrate on corporate design. By defining your brand values and then crafting the company’s identity around it, you will create a strong presence and invoke positive associations in your customers.
If you need help with design, contact us today, and we’ll be glad to help.
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