Post on 22-Dec-2015
Design & Corporate Identity
Melike Demirbag Kaplan, PhDAssociate Professor of Marketing
Differentiation
DIFFERENTIATION is the act of designing a set of meaningful differences to distinguish the company’s offering from competitors’ offerings.
- Kotler (1997)
How to differentiate?
The product represents a functional improvement on competing or substitute products
The retail-selling price is considered to be advantageous
The product and/or its labeling has an attractive design
The new product is properly branded, promoted and advertised
The new product is readily available to customers in the main retail shops
A number of after-sales services are provided that make the product appealing to consumers
Innovation, design & brand
Innovation - improvement of a product / process
Design - development of the ornamental features of a product
Brand - for marketing the product
Patents or Utility Models
Industrial Designs
Trademarks
Patent for the fountain pen that could store ink
Utility Model for the grip and pippette for injection of ink
Industrial Design: smart design with the grip in the shape of an arrow
Trademark: provided on the product and the packaging to distinguish it from other pens
Source: Japanese Patent Office
Design?
Consider the aesthetic, functional, ergonomic, economic and sociopolitical dimensions of both the design object and design process.
Purpose of design
Make your product appealing to consumers
Create a “niche” market Customize products in order to
target different customers (e.g. Swatch)
Develop the brand (e.g. Apple ’s « Think Different » strategy)
Design and senses
Appeal to five sensesVisual (see)Auditory (hear)Olfactory (smell)Gustatory (taste)Tactile (touch)
Sensual Appeals
All sensory appeals are important But vision comes first:
70% of our knowledge comes through seeing
The eyes are our windows to understand the world
So visual design is very critical
Corporate identity
is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives.
is usually visibly manifested by way of branding
Elements of corporate identity
Corporate design (logos, uniforms, corporate colors etc.)
Corporate communication (advertising, public relations, information, etc.)
Corporate behavior (internal values, norms, etc.)
Stationery and Administrative Material Letterheads + Envelopes – Standard
Personalized Monarch
Business Cards (Regular & Executive) Fax Cover Sheet Mailing Labels Large Envelopes Forms - e.g., Purchase Orders Bills / Invoices Checks Note Pads Visitor Badge Binders Presentation Slide Formats
Communications
PR / IR Communications News Release Press Kit Folder Stock Certificate Dividend Check Annual / Quarterly Report Signatures Institutional Ad Signatures
HR Communications Recruitment Material Formats / Signatures Benefit Booklet Format Employee Publication Mastheads Recruitment ad format
Others
Web Internet Intranet Extranet
Facilities Signs External Primary Signs (Monument or Bldg. Mounted) Entrance / Door Sign Exterior Directional Interior Directional
Others
Vehicles Cars Vans Trucks
Marketing / Sales Print Ad Signature Electronic Presentation Formats [Powerpoint etc.] Marcomm Signatures (Brochures, Direct Mail, etc.) Product Identification Product Literature Formats / Signatures Broadcast / Video Signature
Others
Identity Guidelines Graphic Standards manual, printed or Web-based Electronic Templates Logo Sheets and Color Chips Visual 'Voice' Brochure
Identity Introduction Launch Brochure Video Gifts Internal (Hats, Shirts, Ties, Pins, etc.) Gifts External (Lucite Blocks, Pens, etc.)
Identity should be consistent, Consistent, CONSISTENT!
IEU on Google images…
How should it be?
A corporate identity manual is needed to specify how the identity elements are used.
Standardization! Examples… http://www.djavupixel.com/design
/logo/corporate-identity-design-great-examples/