Elements Of A Corporate Identity - 3 Elements You Must Have to Build A Successful Brand!

by Dana Susan Beasley

What makes a professional corporate identity? And even more important, what makes a successful corporate identity?

Here are three elements you MUST have in order to build a successful brand:

1) Typography

Typography is a fancy word for fonts. You need to think of your business name as an image. What font best represents that? Is it traditional, modern, fun? Search through fonts and find the one that best represents your corporate identity.

The most important thing to keep in mind when choosing type--make sure it's readable!

2) Color

What colors best represents your company? What appeals to your target market? Use color to enhance your corporate identity and your brand will be successful.

Maybe color is overdone these days with the advance of the Internet and digital printing. What about going black and white? If it fits your business, give it serious consideration.

Choose one or two colors that best encapsulates the feeling of your business. Then consistently apply them to all mediums.

When designing your brand and you choose full color, have a logo that you can also use for one or two color printing or black and white. Then it will be flexible as you grow and expand your marketing efforts.

3) Aesthetic appeal

You want your logo to be attractive and appealing. You don't want to scare off your prospects by a sloppy logo or one that is poorly designed.

Use design principles of contrast, balance, and alignment. You don't necessarily have to use an image, but if you do, make sure it is simple enough that it captures the essence of who you are as a business. Also make sure it's the correct resolution for whatever medium you're using it in.

Use these elements in your brand consistently and with quality, and you will have a successful corporate identity brand!

Dana Susan Beasley, principal and publisher of AngelArts, a Creative Arts Agency and Publishing House, delights in helping small business owners and entrepreneurs build effective brands that get noticed. An experienced and creative graphic artist, she has been helping companies, organizations, and artists reach new heights in their branding for over 17 years. Dana's Brand Identity Webinar Course starts on September 14th. Visit the webinar page to learn more!


Zsa Zsa said...

Typography and color play a huge role in making sure that your brand logo is memorable. It really has to be well chosen and attractive, because it will be in all marketing materials!

Deb Bailey said...

ZsaZsa - you are so right. All of the elements have to be in place. Thanks for your comments!

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