Brand Marketing: Design a Corporate Identity Package
If I say the name Nike, you have a few images that come immediately to mind. Perhaps you see the iconic swipe. Do you see that swipe on its own, or is it on something? Shoes? A t-shirt? Maybe you picture a commercial or ad poster you’ve seen recently. Now think about your bank statement or a letter you received recently from a non-profit organization. All of these items, from shoes to letterhead, have distinct characteristics based on their purpose and the company utilizing them. When we talk about creating a corporate identity package, this is the heart of what we mean. We create a template for how your logo and branding will appear across a variety of media.
More Than a Logo
While your company logo will figure into your corporate identity package, it’s only one aspect of what we’re creating. Your brand package is a collection of resources, physical and digital, used to create branded items and content. Your corporate identity package also includes,
Social media post templates
These templates are not necessarily static and often have variations. Your logo typically has 2-3 variations – a square and rectangular full logo and a partial logo for example. You may email templates for internal communication, communication with vendors, and communication with the public, each with slight variations for tone or variations of your logo. If your business targets both other businesses and consumers, you have brochure variations for both markets.
The Power of Positive Typography
Of all the aspects of the corporate identity package I mentioned above, the one that does not get the attention it deserves is font choice. This is interesting because a large part of many logo designs is the font itself. For example, consider this writing for Hallmark. Does it look right?
Even without the full logo, it feels off because the font isn't right. What holds true for the logo holds true for every other part of your written communication. Font choice matters. From readability in materials to create a solid ethos for your content (would you trust your bank statements if they were printed in Comic Sans?) your font choice is important and should remain consistent across your brand.
When choosing your fonts, remember font utility. While your logo should use a distinctive display font, your heading and body fonts should be clear and readable. Consider the tone that the fonts convey as well. Serif fonts feel more classic while sans serif fonts are clean and modern, and wide, square fonts feel mechanic.
Your logo isn’t going to be the only place where you’ll display brand colors – and remember, you don’t always have color options available for your logo. Have a color palette that allows you to express the tone and personality of your company. Is your brand bold? Then bright or deep contrasting colors will help you express your brand. Soft pastels can create a soothing palette for brands focused on healing and wellness while neutral colors create a smooth background for luxury brands.
Importantly, choose colors and stick to them. If you vary your color choices between your emails, brochures, and social media, you’ll confuse your audience. Don’t leave ambiguity in your branding and corporate identity. Whether scrolling down an email, clicking on a website, or thumbing through a brochure, you want consumers to recognize your brand by color as much as they do by your logo.
Are You Looking for a Corporate Identity Package?
If your business is ready to make create your brand’s identity, contact me. I’ll help you meet your evolving business goals.