Corporate identity, which is called visual identification, is the main tool for forming the image of a trademark or firm. This concept describes all the symbols and behaviours used in the company to obtain a clear and consistent identification on the market, and also to distinguish it from competitors. A highly consistent visual system – is, probably, a critical component of complex recognition. And the creation of a logo and corporate identity – is a creative exercise.
The system of visual identification is perceived as research collected in a special catalogue, that contains the main elements of the concept of an organization in its environment. It is a set of rules for creating enterprise documents, applying logos and names, and the tools, that underlie the formation of visual messages. The strategy of building a favourable social image should take into account many factors and contribute to the harmonization of the subsequent relationship between the clients and the company.
This is especially important when contacting a buyer who is interacting with you for the first time. The debut impression leaves the most stable trace in the mind of the customer. If this trace is positive, it is easier for the company to maintain it and fix it in subsequent contacts. Visual stimulation evokes certain feelings and opinions about the organization in the mind of the recipient. The task is: to form these emotions, so, that they become the basis for the construction of an unambiguous image. Identity (brand ID or corporate ID) – is the link between the enterprise and the environment. An effective identification system allows you to distinguish this enterprise from others – and, consequently, to ensure effective marketing communication. Its increasing role is because modern society can be described as “visual-centric”.
A brand book – is a detailed instruction on the use of a logo and a system for visual identification of a trademark. It contains a description of the emblem, its permissible colours and variants, the protective field of the sign, presentable colours, the names of the fonts used in the work, their variants. Such a book should also contain several examples of the use of identification: graphic design of packaging, company headquarters, letterhead, business card or even adaptive design of the company's website. So, people will be able to easily follow the instructions if the logo is used competently and professionally. The brand book is a kind of “guardian” of the constancy of the brand image.