Corporate Identity: It's More Than A Logo

Attorney - Corporate Identity: It's More Than A Logo

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Let's say you're the marketing director of a professional services firm, the director of corporate communications, or the firm president. You know you're good at what you do and that your firm provides outstanding services. What's troubling you is the dissonance in the middle of these outstanding services and the level of corporate marketing collateral and the web site. You're worried that marketing communications are sending mixed messages and thwarting firm development efforts. In fact, corporate literature design has become a reactive process, often driven by the need for a piece for an upcoming event. With clients and prospects savvier than ever, you're implicated that the right image for firm has not been created.

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Creating image is the job of a optical identity system. It is the follow of the integration of firm goals and creative design. It defines the use of typography, image, color, layout and logo to reflect your business, making obvious that all communications send a single message. A principles will supply the basic architecture for all external and internal communications, ensuring a consistent presentation from corporate literature design to signage.

Musical Chairs

Creating a optical identity is a process that begins by switching seats with clients and prospects to view your firm from their perspective. As seen from your old seat, the range of ways to interact with your firm can look like a series of unrelated events. On the outside there doesn't appear to be a association in the middle of corporate collateral, communal relations initiatives, interior office space design, and the web site. To an private client or expectation though, these internal and external touchpoints consolidate to originate a single picture of your business. More than passing impressions, these imprints become one's communal 'Experience' of your business. There is no lawful port of entry into this world. Where someone may enter your sphere cannot, and should not, be controlled. Having many points of entry is optimum. Therefore, it is crucial that the palpate be consistent from portal to portal. Clients and prospects will find it confusing if different encounters send different messages about your firm. The danger to firm is that your palpate is spinning without thoughtful input, creating a hodge-podge world of mixed messages and images, all featuring the corporate logo.

Let's apply this palpate principle to corporate literature design. In this scenario, you're the marketing director of a mid-sized law firm. Each of your firm's clients works with a multi-disciplinary team of attorneys who solve a range of legal needs over a spectrum of issues. This forward-thinking buildings is the unique factor that distinguishes your firm from among the top 10 in your city. Is it sufficient to state this in the firm brochure or in each convention area brochure? What type of design coming would visually reinforce that message to a expectation seeing for a firm of conservative risk-takers? If the content says conservative risk-takers, but the presentation says only conservative, dissonance has been created. If the content says creative and forward-thinking, but the presentation says stodgy, or, if the content says high level of expertise and the presentation says low production values, message and presentation are not aligned. design and message need to reinforce one another. A seamless integration of content and presentation is a winning combination. Anything less will follow in confused prospects.

Who Are You?

What palpate do you want to originate for clients and prospects? The talk to this quiz, begins with a definition of your business. This groundwork needs to be in place before a designer can settle how Anything may look. Many professionals find the following questions a good place to begin:

who are our key clients, existing and targeted;what are their major concerns and issues;what skills, resources, strengths, experiences do we have that will address these concerns;what do we want clients/prospects to know about us (exclude the obvious: we have a combined 100 years of experience; we supply fresh, creative solutions; we supply top-notch retain and follow-through; we listen to our clients...);which clients/industries make up the largest part of firm now; how do we want that to change;how would clients characterize us;is there a discrepancy in the middle of how the firm is perceived in the store and how we comprehend ourselves;is there a discrepancy in the middle of current perception and how the firm looks to us in 5 years;what messages about the company, obvious and negative, are being delivered by current corporate literature design?

Try mental of the firm as a 'who' rather than an 'it' and sketch a personality. Start with obvious adjectives (casual, formal, friendly, quiet) to get them out of the way, allowing for more idiosyncratic and differentiating descriptions to emerge. Anything goes while this stage of the process. Leave the editing for later.

Honest and thoughtful answers will drill below the surface, where unique ideas are born. A definition of your firm will emerge that truly distinguishes it and its Experience. All creative decisions to come will retain this definition as a designer translates it into a optical statement. When linked with firm goals and objectives, these creative decisions become strategic rather than capricious. For example, a monochromatic color palette will send a different message than one that features bright, traditional colors. Additionally, just because your computer principles has 200 fonts, doesn't mean it makes sense to use them all. Depending on the messages to be supported, a house of traditional fonts may be premium over those that are contemporary. Or a sophisticated composition of traditional and cutting edge typestyles may make the best optical statement. What about imagery? Would it be great to use photos or would illustrations best reflect the message? Architecture firms often prefer large site photos and minimal copy, allowing the work to speak for itself. In this scenario a flexible layout grid would need to be created to adapt a range of projects. Creative options are endless; consistency is the key.

As a dynamic entity, the palpate must be defined with care given to the messages it will deliver and the type of responses they must generate. supply value by crafting content that illustrates your working knowledge of the major issues for clients and prospects. While it is good to know that a firm has many years of experience, these 'we' messages, (we have 100 years of experience, we have won many awards, we understand) will not resonate like messages that mirror a situation that a client or expectation is facing. The old is a monologue, the latter mimics a dialogue by demonstrating knowledge of issues, understanding of consequences, and an capability to envision and craft solutions.

The same principle applies to web site design and content. Several years ago there was total panic to get a web site 'out there.' Many fellowships did just that: got something out there. They mistook performance for progress. Today these sites are being gutted because they cost a lot and generated little. Listing resumé content is acceptable, but shouldn't drive the site design. It creates a monologue where there should be dialogue. Visitors to the site must be able to pick up their issue thread on the home page. A web site is not confined by binding or page count. Take advantage of the medium to let prospects de facto find exactly what they are seeing for. This is how to avoid creating a digital brochure. Refer back to the definition practice and characterize your list of client issues. Demonstrate to users that not only do those of us at Our firm understand these issues, we have improbable questions and furnished answers, so please click here. This provides real value, imparting working knowledge that can make the site a reference point.

Maybe Later

This process of defining the Experience, the business, and optical identity is a difficult exercise. It lends itself to procrastination and excuse-making. Do any of the following sound familiar?

We're too busy to deal with this now.I don't have the allocation to do this.We know we should do this, but we've decided to give it other year to see where firm goes first.

If you find yourself mental that you're too busy, remember that identity is all about perception. At the same time that you and your staff are hard at work, corporate collateral is working too, creating an palpate of your firm for habitancy you may never have met, who may be working for firms you've never heard of, or ones you've been trying to get into. Communications that align with the palpate will retain your efforts and expand business. A disconnect will originate headaches that will make their way to the top of your to-do list.

Budget is an ongoing concern. Time and money were invested in those one-off pieces created for that upcoming event. A principles will eliminate costs incurred reinventing the design decision wheel. Laying a strong optical foundation first and adding components (literature program, web site, advertising, etc.) in phases will ensure that the pieces developed today will work with those added next year. Each increasing to the system, even if it is for a one-time event, will add equity to the logo and retain name recognition efforts.

If you want to give it all a puny more time, ask yourself why. As temporary solutions, existing communications will be out of alignment with your palpate and confusing to prospects and clients. The marketplace is involving too fast to lose position straight through confusion. while that same timeframe an identity could begin to design a presence, planting seeds for the future. Because it is about perception and capturing the essence of the Experience, a optical identity will supply a solid foundation for expansion. The strokes are broad sufficient to adapt transitions and adjustments. Fantasize the principles as a structure: too narrow in its foresight and it will be fast outgrown.

Everyone is clamoring for clients' or prospects' attention. Noise in the marketplace is loud. With a optical identity that has thrown your company's palpate out of alignment, its voice is unable to assault the clear and resonant chord that will rise above the din. involving design will bring a quiet symmetry to the palpate that will be clearly audible.

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