CORPORATE IDENTITY

Identity is often confused with branding. Branding is a marketing technique aimed at creating a unique brand.

Let's look at these terms with a simple example. Imagine that you are a teenager who goes to school every day. Of course, you want your classmates to think you are cool. You want to be invited to parties and heard. But you cannot take and make people think you are interesting. To create such an image, you have to work hard.

To get things done, you have to watch trendy YouTube channels, keep up with the latest memes, start doing some sports, and, of course, come up with a funny parody of a physics teacher. All this effort to create the look you want is branding.

You also need to make sure that your appearance matches the image. For example, you can buy the new Adidas sneakers that everyone at school dreams of. Get a new hairstyle. Become a member of the school football team.
All of these tangible items - sneakers, hair, team members - make up the identity.

Now let's get back to the business world. Identity makes the company recognizable in the eyes of potential customers. Moreover, it forms an emotional connection between you and other players in the market, associates with your products and services, expands your loyal customer base, and influences brand perception.

What kind of identity will work effectively?

First, let's take a look at the main components of corporate design. We can say that these are the “bricks” on which the identity is built.

Font

In order to somehow structure the diverse world of fonts, there are four main categories of fonts:

Serif fonts

(such as Times New Roman and Garamond) have serifs at the end of each letter. These are variants of classic-style typefaces associated with reliability and faithfulness to tradition.

Sans serif

typefaces do not have the “serifs” on the letters, which gives the lettering a more streamlined and modern look. Examples of this category of fonts are Helvetica and Franklin Gothic.

Script fonts

mimic handwritten lettering. (And why were we taught to write beautifully at school?) If a brand specializes in luxury goods or goods (services) for women, feel free to choose a font from this category.

Decorative fonts

are a special group of fonts. Each of these fonts has a distinctive feature, be it unusual letter shapes, outlines, shadows, or handwritten letter ends.

Do you want to loudly declare yourself and create a memorable identity? Then a decorative typeface is perfect for this purpose!
Remember that font is not just an inscription, but a design solution that has its own voice! The font characterises the brand, so make your choice consciously!

Colour palette

Now let's move on to colour. As you probably already know, people unconsciously associate certain associations with each shade. We think it would be foolish not to take advantage of this opportunity for the benefit of your business. By skilfully matching shades, you can influence how customers see your brand.

Let's see what connotations the colours of the rainbow (and a few other shades) carry.

Red is responsible for passion and emotion. If you position yourself as a youthful and daring brand, choose this restless colour and you won't go wrong!

Orange is another vibrant shade that can help you create a friendly and playful atmosphere. Orange is used less frequently than red, so you won't get lost in the crowd with it!

Yellow is, of course, the colour of the sun, which brings joy and happiness. Is your brand accessible and inclusive? Then yellow must be present on the logo!

Green is perhaps the most versatile colour in the rainbow palette. This shade will make friends with any brand, but if your activity is related to nature or the world of finance, green is simply created for your identity!

Almost everyone likes blue and its shades. This colour is able to present the brand in the most favorable light, creating a sense of stability and reliability. If you want to build trust with your customers, blue will help you with this!

Purple is associated with luxury and a royal lifestyle. Companies that operate in the premium segment often choose this majestic colour.

Pink, as it happened, is traditionally associated with femininity. If your target audience is the fair sex, you should seriously consider incorporating pink into your corporate colour palette. Also, this delicate colour is often found in brands that manufacture or sell luxury goods.

Brown is rarely seen on logos, but your identity will only benefit from it! With this colour, you will definitely not go unnoticed. Moreover, brown emphasizes the strength and determination of a business.

Black. Do you want to create a complex, attractive and mysterious image? The black colour will cope with this task once or twice!

In order not to be mistaken in choosing a colour for the logo, you need to pay attention to the target audience for which the company is created. In other words, the choice of colour depends on the target audience. In this case, the colour will give a signal of action not only to lovers of a certain colour, but also to very interested customers in your range of activities.

The shapes

In addition to fonts and colours, geometric shapes are also important in a logo to enhance the impression you want to make on your customers. For example, an icon in the form of a circle or other shape with smooth outlines will cause a completely different reaction than a square emblem with right angles.

logo shapes

When creating a logo, it is necessary to take into account the emotional colouring of various geometric shapes.

Round geometric shapes (circle, oval) create a feeling of warmth and comfort. It is a great choice for those companies that communicate ideas of caring and unity. Rounded, flowing edges are also associated with femininity.

Geometric shapes with right or sharp corners (square, rectangle, triangle) suggest strength and stability.

Straight lines also carry a certain meaning. Vertical lines symbolize masculinity and strength, while horizontal lines symbolize calmness and gentleness.