Corporate Design…or…Visual Identity…or…Graphic Branding: All these fancy titles basically mean the same thing: establishing a VISUAL BOND between your business and the people connected to it: employees, contractors, partners… but most importantly: your customers.
Why is this important? Well, “company”, “business” or “brand”…these are just abstract terms, right? Until you give them some visual form that will represent them to the outside world. ‘Cause that’s the way to get people to remember you and differentiate from the competition! And this is not just about a logo. The search for a perfect visual identity needs to start from much deeper grounds by defining the corporate colors, fonts and basic shapes. Based on these core elements, a logo is created. And, of course, an IT Security company will probably use a different set than a nonprofit ecology organization.
Now, any additional materials, prints or merchandise must be created on the basis of the new graphic fundamentals. So… letterheads, envelopes, business cards, mugs, T-shirts or even cars… all these should respect the defined styling. This is how you build coherence and consistency across visible components of your business, which strongly increases your trustworthiness and brand credibility.