5 things to remember when developing a new corporate identity

We often come across small and start up level companies who are not sure what exactly they want
to convey through their corporate identity. Since the company idea itself is not yet clear, there is no
clear brief for the design agencies, and this leads to extension of the whole process with needless
loops in between. We thought of coming up with a small checklist for companies which are planning
to launch a corporate identity that can help in streamlining the whole process for everyone involved.

#1 whose company is it anyway? (The Audience Centric Design)

Often entrepreneurs set out a very well defined target segment for their product development and
even mention this in the creative brief. However when the designs start coming in, the verdict in
many cases, is passed based on personal tastes. Nothing really wrong with personal tastes, but they
take out the objectivity which is necessary in creation of the corporate identity. Something may
not appeal to you, but it can still work with the target audience. It helps if everyone involved with
development understands this.

#2 The Logo is ‘NOT’ the end of it

A corporate identity is not limited to the logo design. In many cases it does start with the logo, and
obviously aims to revolve around it. However there are other elements of corporate identity that are
equally important and have their own impact on the audience. So outright rejection of logos is not
a good idea, and one should always consider the possibilities a logo may have in terms of corporate
identity before rejecting it. A rule which we usually advise to our clients is “ The whole is bigger than
the sum of it’s parts”.

#3 Feasibility Testing

The problem with groundbreaking ideas is that they can be easily converted into nightmarish chaos.
The more potent an idea, the more dangerous it can get. Sometimes a design demands a certain
aesthetic exposure which may not be very cheap to come by. In a start-up company this creates a
situation which cannot lead to anything good. If you go ahead with something like that and decide
to cut short on the bills midway, the end result can get ugly and lead to counter-productive impact.
This is where sharing the whole budget with agency gets important. You may also want to do some
feasibility testing before approving a set of designs. A corporate identity is a long term venture
and you never know what path you may need to walk with it, so thinking all possible scenarios
beforehand is really important.

#4 Developing a cross media ready identity

With advent of digital media, there is some new development in technology almost every day.
Keeping this in mind is very important as start-ups tend to invest more in digital media. However
that is not the only type of media you may come across in the tenure of your brand. Getting the
corporate identity ready for everything and anything is important. Good agencies keep this kind of
room for expansion in the corporate identity. However agency cannot foresee everything that you
may plan to enter, thus sharing this information is very important.

#5 Maintaining the Corporate Identity

Last but not the least; your identity should have a story to tell. It should represent something much
bigger than your company. This is how good brands are made. The most vital part of the corporate
identity creation is imparting an essence in your identity. Think of it as a process that lays down the
laws for your brand. It sets the tone for your promotional campaigns for at least a few initial years.
Maintaining this from your end is very necessary, even if you change your agency.


Hope this helps you whenever you are planning to launch a new corporate identity. Please feel free to share your views!


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