Corporate identity. What is it and why is it needed?

A tune, numbers or logo, a combination of colours – these are all elements of corporate identity. And the most important thing here is not just to create a specific, most recognisable part, but to add to the overall package, to create a complete image. That’s how nolimitway.com got its corporate identity, and it’s really making a difference in terms of brand recognition and sales.

How can corporate identity help?

The visual component says a lot more about the company than descriptions or presentations. The customer looks at the appearance of the product in the first instance, and trusts its own feel and colours, and the idea itself. And it is best to combine the corporate identity into a whole system, otherwise the consumer may simply get confused and pass by. This is why the basic requirements for the idea are formed:

1. Simplicity. Everything should be understandable at once, without any explanations.
2. Distinctive features which stand out from competitors.  In the first instance, the visual component; however, attention must also be paid to positioning.
3. Recognisability in every single element. This applies to the combination of style logo and colours, names, characters. That is, it is important to do everything so that when you see a single element draws a whole image.

It is the corporate identity that provides recognition and promotes sales

When creating corporate identity, a standard approach is used, namely the development of a brand book, a guide which will help to develop further. And with this strategy, everything can be organised in such a way that everything is in harmony and fits together.

Why is corporate identity so important?

It is first and foremost about recognisability. Often people don’t hesitate to buy a product. Consider Russia’s mobile operators as an example. The most recognisable ones have simply separated their colours so that the consumer cannot confuse anything.  Identification goes even without a logo or letters. Of course, no one forbids the use of shades, as Megafon and Sberbank do. But no one will mistake these shades, as they are already widely known.

The main advantages of corporate identity are:

1. Product identification by the consumer is much quicker. And if the company produces different products, the user will find them faster, especially when combined with well-thought-out packaging.
2. Style is always memorable. For example, a customer may not remember the name from an advertisement, but thanks to the colours and shades, tedious moments may come to mind.
3. Creating a positive image of the company. The right choice of colours and pictures can create a really good attitude towards the product on the part of the buyer.

Masters in this field

In fact, there are many good examples. The New York Times, for example, hasn’t changed font in over a century. Even a person who can’t read can easily recognise the typeface on the newspaper.

Coca Cola is the best example of combining all kinds of visual design. Today everyone recognises from the first note what the advertisement is about and the letters in the background are hard to mistake for anything else.