HOW TO CREATE A CORPORATE DESIGN
WHAT IS PART OF A CORPORATE DESIGN?
The logo has to be created in different variations (i.e. landscape format, portrait format) and various colours (i.e. 4c = 4 colours, 1c positive and negative = 1 colour black and 1 colour white). Additionally, all relevant resolutions in pixel format and raw vector files (i.e. *.eps) have to be delivered to the client. This guarantees using the logo for every purpose without hassle.
In order to secure colours to be printed 100 % correctly, it is recommended to work with spot colours (i.e. Pantone) that are selected with a colour matching fan. If there is no budget for using spot colours, CMYK colorus for print and RGB colours (or HEX colours) for digital purpose have to be determined
Fonts are best being included into the corporate design concept in the form of a matrix that relates every purpose to its own font, font size and formatting. Depending on working with print or digital or both, different fonts for print and digital might be necessary. Besides that, the target group‘s characteristic has an influence on what font(s) to choose (people from different countries like different fonts).
SECONDARY STYLE ELEMENTS
This is about design elements that subconsciously remind clients of certain brands (or logos). These style elements are often derived from the logo and can be found in every print or online material of a company.
PRINCIPLE OF ARRANGEMENT
The principle of arrangement determines how design elements are placed in relation to each other and how big they are (i.e. arrangement in a triangle, in a rectangular etc.). Furthermore, the blank space around the logo is determined (so the logo has space to "breathe") as well as the minimum size to make sure font logos are readable.
The manual documents the corporate design concept for the client and gives valuable information of how to use the design.
HOW TO CREATE A CORPORATE DESIGN
First of all, the target groups have to be defined from a geographic and a demographic aspect. The target groups‘ buying characteristics have to be laid open. Besides that, a "desired image" has to be determined. How does a company want to be seen by its clients? What emotions shall the corporate design convey to the target group?
Various sources help finding material about the kind of business, the product and the country the target group lives in. Certain colours, shapes, symbols, historical events etc. help tailor the corporate design onto the client.
Different techniques help find good ideas. What things, shapes or colours transport emotions set in the briefing? Thinking outside of the box and being brave enough to try things that are "out of the norm" contribute to a unique design in the end.
Based on the research results and the briefing, several logos and style elements are to be drafted. These drafts do not have to be a 100 % perfect, but they have to be distinctive enough for the client to visualize where the journey goes.
This is to make sure that the drafts match the criteria and attributes set in the briefing. This matching process reveals which drafts to skip and which ones to work on further.
The best logo draft(s) is/are forwarded to the client. The client gives feedback and is explained the corporate design.
Based on the client feedback, the corporate design and logo are given a final touch to make everything look perfect.
"You want to get more background information on how I create a holistic brand? The FH St. Pölten University for Applied Sciences has interviewed me. You can read the interview here."
Helene Clara Gamper
You can also download this topic as a free whitepaper.
A handy audio version of this topic can be found in this podcast:
By the way, here you find out what 8 things make a good logo.
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