Corporate identity - Реферат

Corporate identity is one of those vaguely defined, hodgepodge ideas that grows in scope as more consultants from different disciplines try to mark out their own piece of the market. From a designer"s viewpoint, "identity" is all the ways people identify the company visually: how it looks to the world. Depending on the size of the company and the budget, a basic identity program should include a style guide that lays out exact uses for the logo (absolutely essential if it"s a trademark), what variations, if any, are allowed or required (there may be one version for small sizes, one for larger, for example), and examples of prohibited uses. It must say exactly how the logo will be reproduced in print, on the web and in video, how big it must be in relation to context, required white space around it and very exactly defined colors. If the company has a slogan or tag line that appears in conjunction with the logo, the style guide must specify its position and size in relation to the logo itself and a clear statement of when it should and should not be used.It is believed that the Roman alphabet has its origins in pictograms, for example "the letter The word logogram or logo originated in the early 19th century. In Greek language "logo" means "word" (Oxford Dictionary) The early example of logos consisted of a single letters and later 2 letters interweaving together, as seen on old Greek and Roman coins for example a sacred monogram formed by letters XRSTOS which means Christ. These early examples of logo design include masons marks, goldsmith"s marks, paper maker"s watermarks and watermarks for the nobility." Also the printers and publishers would often have their own trademarks printed on products. He explains "What"s great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest." He takes Coca-Cola as an example "You can be watching TV and see Coca Cola, and you know that the President drinks Coca Cola, Liz Taylor drinks Coca Cola, and just think, you can drink Coca Cola, too.In the 1980 when the company was privatized, and the British Telecom brand was introduced, the logo consisted of stylistic capital letter T in blue placed in the yellow circle. This symbol stayed for 11 years after which the famous "piper" logo was introduced. The final logo that BT has adopted is an abstract globe symbol, which has none of the national symbolism, but has a global theme attributed to it. The "Connected world" logo represents company"s attempt at working on the global scale with other partners in the communication sphere. I think this is the trend in corporate identity for the future, the creation of "dynamic" scalable logos, something which will not just change colours and setting, but maybe even the basic shape of the logo could be altered, as if its a puzzle for the consumer to decipher.Companies’ purpose and mission statements often don’t help, being as vague as “we want to be the company of choice for our customers” or “we are committed to delivering the highest quality and widest selection to our customers.” We know, however, that companies with a strong identity - the kind that is backed up by the ability to deliver their promise - tend to win. In a recent survey of 720 executives, companies that were seen as having a stronger identity outperformed others by 25% (in terms of average annual TSR between 2010 and 2013). It is what drives entire organization to perform, what makes hiring top talent easier, and what gives manager the framework by which to operate the company. Powerful identities are coherent - they connect three elements : the value proposition company offers its customers, the capabilities system that allows company to create that value, and the set of products and services that leverages those capabilities and delivers against companies value proposition.The Art director of "RIA Novosti "Ilya Ruderman has introduced four new logo of Moscow Zoo with a pelican, pheasant, dolphin and squirrels. Bright patterns of shapes of animals have appeared in the design of souvenirs, tickets, navigation and offices. Designer Vova Lifanov has created brutal identity for "Hardcore bar." "Since last year, I have been seeking ways and sponsors willing to implement this project. Ufa studio Paradox Box have created identity for travel agency "Stranoteka."It is unlikely that corporate identity in the future will have a unnecessary complex design or concepts, the natural evolution of visual ideas leads to survival of the strongest simplest and disregard of everything secondary. In the future we can only expect stronger efforts to create more interaction, more battles for customer attention, and bolder approaches to design. We often see brand guidelines that specify the exact colours which should be

Contents

Contents

Introduction

1. History of corporate identity

1.1 Past of corporate identity

1.2 Corporate identity today and in the future

2. What is corporate identity?

2.1 The elements of corporate identity

2.2 The examples of a strong corporate identity and new trends

Conclusion

Appendices

Glossary

Literature