© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 11© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 11
Corporate IdentityCorporate Identity
Phase 1Phase 1
One & Two Color StationeryOne & Two Color Stationery
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 22© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 22
Project Phase 1Project Phase 1• Creating a Corporate Identity• Logo Design
– line art version (black on white)– two-color version
• Layout and Composition– business card– #10 envelope– letterhead
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 33© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 33
Corporate IdentityCorporate IdentityUsing ColorUsing Color
• yellow cardboard packaging• red & white beverage can• brown delivery van• “Big Blue”• “Yellow Pages”• men’s fashion in primary colors• women’s fashion in black & white
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 44© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 44
Corporate IdentityCorporate IdentityUsing TaglinesUsing Taglines
• “Have it Your Way”• “The Real Thing”• “It’s the One that Bites!”• “His Master’s Voice”• “You Deserve a Break Today”• “We Bring Good Things to Life”
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 55© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 55
Creating aCreating aCorporate IdentityCorporate Identity• Design a Logo• Pick Colors
– PMS– Pantone Matching
System
• Pick Type Fonts• Establish Layout
Rules• Create Graphic
“Collaterals”
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 66© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 66
Logo DesignLogo Design
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 77© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 77
A good Logo should...A good Logo should...• Be symbolic of the
company’s product, service, or brand recognition (or neutral)
• Be simple and memorable• Be easily reproduced in
media as varied as...– high quality print (magazines)– low quality print
(newspapers)– screen printed t-shirts– embroidered baseball caps
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 88© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 88
Wordmarks...Wordmarks...
• Useful for shorter company or product names
• Useful for recognizable acronyms
• Useful for proper names where a person is the product
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 99© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 99
Aspect RatiosAspect Ratios
1:1 2:1
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1010© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1010
Why 1:1 Aspect Ratios WorkWhy 1:1 Aspect Ratios Work
• Most flexible for layout purposes
• Attractive in landscape or portrait formats
• Easily combined with wordmarks
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1111© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1111
Combining EmblemsCombining Emblemswith Wordmarkswith Wordmarks
• Provides both a “shorthand” and “longhand” version of a trademark
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1212© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1212
Symbolic or Neutral?Symbolic or Neutral?
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1313© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1313
Your Logo AssignmentYour Logo Assignment
• Create a logo for your Corporate Identity in two versions
• Black on White 1 color
• Black or Gray plus 1 additional color
• Simple, symbolic• Aspect 1:1 or 2:1
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1414© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1414
Screens & Crop MarksScreens & Crop Marks
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1515© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1515
Your StationeryYour StationeryDimensionsDimensions
X Dimension(width)
Y Dimension(height)
Business Card 3-1/2” 2”
#10 Envelope 9-1/2” 4-1/8”
Letterhead 8-1/2” 11”
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1616© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1616
Formal Layout Formal Layout • Symmetrical• Conservative• Understated• Typically used for
– accounting firms– law firms– stockbrokers, etc.
• Fonts– serif– script
© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1717© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1717
Informal LayoutInformal Layout• Asymmetrical• Contemporary• Creative• Typically used for
– arts– retail– small business
• Fonts– sans-serif– novelty
Top Related