Creating, Using, and Preserving the Corporate Identity




  • The Role of a Logo
  • The Objectives of a Logo
  • The Tactical Requirements for a Successful Corporate Identity
  • The Technical Requirements for a Successful Corporate Identity
  • Conclusion

The Role of a Logo

The Role of a Logo

  • The logo is the "face" of a company.
  • It should be a memorable icon that conveys and evokes the company’s beliefs, values, and strengths.
  • If a logo is executed successfully, the viewer should be able to assimilate these values simply by being exposed to it.
  • A logo serves as the cornerstone of all design and marketing efforts.

The Objectives of a Logo

Brand Positioning

  • Communicate the company’s character, values, and strengths
  • Reinforce the company’s visibility in the defined market

Brand Identity

  • Set the company apart from the competition
  • Maintain or advance the company’s competitive standing in the targeted marketplace

Reinforce Brand Presence

  • Apply the logo to every corporate communication
  • Vertical saturation within the company: Ensure we speak with one voice
  • Horizontal saturation in the marketplace: Advertise us by advertising it!

The Tactical Requirements for a Successful Corporate Identity

Comprehensive Identity Program

  • All logo applications must be considered in the design phase
  • The logo must retain its character for
    • Stationery/business cards
    • Submittals
    • Building signs
    • Design drawings
    • Fleet vehicles
    • Etc.

Strict Design Guidelines

  • A good corporate identity is accompanied by a style guide indicating proper (and improper) usage.
  • This ensures that the identity doesn’t degenerate over time, as those implementing it become further removed from the designer.

Logo Distribution

  • Make it available throughout the company
  • Make it available to outsiders

The Technical Requirements for a Successful Corporate Identity

Logistical Considerations

  • Does it preserve its character when printed in one color (B&W copies, facsimiles, etc.)?
  • Will it print well on an offset press?
    • Avoid screens for versatility
    • Avoid difficult registration
    • Use spot colors to reduce registration and color reproduction issues
  • Does it scale well? (Does it retain definition and character in sizes ranging from an inch to several feet wide?)
  • Will it work on-screen?
  • Is it easy to use and inexpensive to manage?



  • A logo is the company’s most visible asset
  • As the foundation of a corporate identity program, the logo must be rationally
    • designed
    • executed
    • promoted
    • protected
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