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Branding and Corporate Identity Design
One definition of a company's brand is "the image that the customer has of the company." This image is a composite of all of the customer's personal experience and opinions of the company, the company's products and/or services as well as the company's reputation. A company's brand is considered an asset of real worth, with all of its parts, both tangible and intangible.
The design of the corporate identity is, perhaps, the greatest single contribution which a graphic designer can make to a company's total brand image.
Who Needs a Corporate Identity Manual?
When a company goes to the trouble and expense of designing or redesigning its corporate identity, it makes a huge investment in printing and producing the various materials featuring this identity. Without flexibility on the one hand, and continuity on the other hand, much of the benefit of this investment will be lost over time.
To create a corporate identity is much more than just designing a logo or wordmark by itself. A whole design policy must be thought out to assure the twin virtues of flexibility and continuity. This process is embodied in a design document known by various names such as Brand Identity Manual, Corporate Identity Manual, Graphic Communication Policy Manual, Design Manual or Graphic Manual.
Who Needs Corp ID Man?
• Companies that need a corporate identity manual.
• Design firms that have an opportunity to create a corporate identity manual for a client, but have may lack experience in creating one.
• Or design firms that just need assistance with a manual.
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