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Corporate Identity and Design

Natalie Ediger, February 25, 2016· Digital Learning

A horse and an apple

The logo is the most important aspect of the corporate design. And in the best case it has a high recognition value. Example pleasing? What name do you see in your mind’s eye when you think of a curved, yellow M? Or a black horse standing on its hind legs? And as a last example: a bitten apple?

With very few resources, these logos not only make it possible to immediately associate them with the names of the respective companies, they also convey an individual message.

Clearly, logos are very, very important for companies. After all, they represent the personality of the company.

At the beginning is the logo

If you are an enterprising person who wants to set up your own business, sooner rather than later you will have to deal with the following, not insignificant question: What should your logo look like?

It is difficult to quickly shake an attractive logo out of your sleeve. And that’s why there’s an easier way these days. You hire a design agency or marketing company to create a design, and a short time later you see a perfectly polished logo from your desktop. Simple, but also quite expensive for newcomers. That’s why it makes sense to think about the whole thing in advance. That saves time and money.

Reaching the target group

Clearly, what the public thinks about one’s own company is important. When a person sees your logo for the first time, they will immediately and unconsciously get a picture of your company. You can influence this image to a large extent. By choosing the shape, font and colour of the logo.

So what you should be clear about right from the start is this: Who is my target group and how do I achieve the desired effect?

The product determines the design

The composition of your target group should therefore determine the appearance of your logo. If your company produces IT solutions for banks and insurance companies, then minimalist and futuristic forms are certainly not a stupid idea. It is different if you produce organic socks for hipsters. Natural shapes are probably better suited for this.

It is certainly worth considering whether the logo should consist only of forms, only of text or a combination of both. If you are confident enough, you can dare not mention the name of the company in the logo at all. But is that recommendable for a new company? Questionable, because it could stand in the way of raising the company’s profile.

Colours are magical

The choice of colour is one of the essential points when designing the logo. The psychological effect of colors cannot be emphasized often enough. It is often underestimated. It is well known that red creates a feeling of warmth in the observer and blue a feeling of coldness. What is less well known, however, is that not only individual colours have an effect, but also the combination of different colour tones. There are whole scientific papers on the effect of colours and it makes sense to take a closer look at them when creating your own logo.

The basis of corporate design

A logo must always look professional and aesthetic. If it can also draw the attention of the target group and trigger a certain feeling in them, then the managing director has achieved his goal.

However, this is not the end of the process: for a new company, the logo is ideally the cornerstone of the entire corporate design. This means that the form, colour and font of the logo serve as inspiration for the website, newsletter, blogs, marketing, premises, packaging and so on. Together, all this results in a uniform image of the company and thus decisively shapes the corporate identity and the future path of the company.