The main stages of corporate identity development. Stages of creating a corporate identity. Development of basic elements of corporate identity

Introduction

The main engine of progress has always been and is human needs. Today, the consumer society requires a constant growth of the supply market, as a result of which there is a rapid increase in the number of various firms capable of satisfying the exacting needs of a person. A reasonable question arises: how, in conditions of such tough competition, a company that has just been born, declare itself? What can be the key to success?

Surprisingly, today even products and services of exceptionally high quality are not a guarantee of success for a company. So what, then, can help a newbie to take its rightful place among experienced competitors? Of course, the most effective solution to this problem is the competent development of corporate identity.

Corporate identity is the image of the company that allows the company to stand out among millions of competitors. The uniqueness and originality, emotional expressiveness of this image is a powerful advertising tool that can make the company's offer recognizable. Being one of the most effective advertising tools, corporate symbols can tell the consumer a lot about the taste, the chosen direction of activity, the ambitiousness of the company's long-term plans, becoming the last argument in favor of the company's services and goods. The logo, corporate colors and other elements of the corporate identity are firmly associated with the name of the company, contributing to the formation of a positive image, facilitating the promotion of a commercial product on the market. Most advertising companies to one degree or another use various printing materials from flyers and business cards to mobile phones with company logos. In a certain sense, the decoration of a corporate vehicle fleet and the replication of outdoor advertising objects can also be attributed to printing. This suggests that such advertising has an extremely wide range of applications.

Advertising should arouse consumers' interest not only in the image of the company, or its specific products, but also in the activities of the company as a whole. The availability of high-quality and interesting advertising printing can increase the effectiveness of advertising many times over.

High-quality printing is a business card of a company, a carrier of its corporate identity. This is the very “dress” by which the market participant is greeted by partners, consumers and competitors. It affects the image of the company. Therefore, today such a topic as the development of corporate identity elements is the most relevant.

Firm Kabelkomplekt is a young company that does not yet have its own corporate identity, but needs to be developed. The creation of a corporate identity will help bring the company to a new level, create a positive image in the eyes of buyers and set the company apart from the crowd of competitors.

The purpose of the thesis is to create a logo, two types of business cards (personal and corporate), two-size envelopes, letterhead, a folder and one of the printed elements. Studying the theoretical foundations of corporate identity, based on the knowledge gained, a corporate identity for the Kabelkomplekt company will be created.

To do this, perform the following tasks:

study the stages of corporate identity development;

study the influence of corporate identity on the company's image;

to study the issues of psychophysical perception of color and shape;

to get acquainted with the existing developments of the corporate identity of cable companies.

1. Theoretical part

1.1 Theoretical foundations of corporate identity development

Nowadays, even small business leaders are coming to the realization that corporate branding is necessary. But developing a good corporate identity at the start of a company is not easy enough. The main problem of the company is not even the amount of money, but in the awareness of its unique image, and the idea of ​​the image is the basis of the corporate style. A faceless, non-speaking style is a lack of style.

If a company starts to operate on the market without a certain brand identity (to conduct advertising and PR-actions, to produce advertising printing materials, etc.), this will negatively affect its image. In addition, it risks getting lost among competitors. In this regard, from the first days of the company's creation and already in the first advertising campaigns, it is necessary to use a minimum set of corporate identity components. It can include, for example, a brand name, color scheme, slogan.

Formation of corporate identity is a complex set of creative and organizational tasks. The following main stages of this process can be distinguished.

Formulation of the main idea that the corporate identity should carry, the image that it should create in the mind of a potential consumer.

Creation of the main elements of corporate identity (design of graphic solutions, development of other elements).

Assessment of the protectability of the developed designation of a trademark.

Legal protection of the brand name.

The creation of a corporate identity begins with advertising and marketing research (studying the scope of the company, its products, target audience, market). It is important to analyze the corporate identity of competitors, as well as their individual elements, in order not to repeat other people's ideas, even in detail. At this stage, it is useful to conduct patent research (analysis of already registered trademarks).

On the basis of advertising and marketing research, an idea is formulated, consistent with the image of the company. The idea of ​​the style is its basis. No matter how wonderful its individual elements are, they lose their meaning and become useless if they are not united by one ideology. The corporate identity is one of the components of the company's image. Therefore, thinking over the idea of ​​the company's style, it is necessary to decide what image it has, what it wants to present itself to the audience: serious or funny, solid or creative, modern or conservative, etc.

1.2 Corporate identity and its role in shaping the company's image

Corporate identity is one of the most modern and relevant types of advertising. It is considered by many researchers as a special type of marketing communications.

This definition is understood as a set of color, graphic, verbal and other constant elements that provide visual and semantic unity of goods (services), all information coming from the company, its internal and external design. The use of the company's style assumes a unified approach to design, color combinations, images in advertising, business papers, technical and business documentation, product packaging, etc.

The corporate identity in the life of the organization performs the following important functions.

Image function. Formation and support of a quickly recognizable, original and attractive image of the company, which contributes to increasing its prestige and reputation. The positive perception of the company by the target audience carries over to its products. Many people consider the quality of products with a well-known trademark to be far superior to the quality of anonymous products and are willing to pay more for them.

Identifying function. Promotes the identification of products and advertisements, indicates their relationship with the firm and their common origin.

Differentiating function. Allocation of goods and advertising of the company from the general mass of similar ones. He is a certain "information carrier" and helps the consumer to navigate in the flow of goods and advertising, facilitates the selection process.

When the target audience knows a given style of the company, they are more likely to pay attention to the familiar logo, colors, fonts, to highlight a specific advertising message from the general advertising noise, which becomes more and more intense every day. The use of a single corporate identity in all forms of an advertising campaign will make advertising more holistic. In addition, the importance of style lies in the fact that it allows the company to bring its new products to the market at a lower cost, increases the effectiveness of advertising and improves its memorability.

The corporate identity simplifies the development of marketing communications, reduces the time and costs of their preparation, contributes to an increase in the corporate spirit, unites employees, develops "corporate patriotism", has a positive effect on the visual environment of the company and the aesthetic perception of its products (a beautiful, attractive style increases the aesthetic value of products) ...

Thus, the style of the company is today the basis of the entire communication policy of the company, one of the main means of fighting for the buyer, an important component of branding.

1.3 Elements of corporate identity

The corporate identity system includes the following main elements:

Trademark;

Corporate font inscription (logo);

Branded block;

Corporate slogan (slogan);

Corporate color (colors);

Brand set of fonts;

Corporate Hero;

Permanent communicant (face of the company);

Other proprietary constants.

The trade mark (other names used: service mark, trade mark; English trade mark) is the central element of the corporate identity. It is not entirely correct to define a trade mark as a "trade mark".

A trademark is a statutory, verbal, volumetric, sound designation registered in the established manner or their

Combinations used by the trademark owner to identify their products.

The exclusive right of the owner to use the trademark is ensured by legal protection from the state.

The main functions of the trademark are as follows:

facilitate the perception of differences or create differences;

give names to products;

facilitate the identification of goods;

facilitate the memorization of the goods;

indicate the origin of the goods;

provide information about the product;

stimulate the desire to buy;

symbolize a guarantee.

1. Trademarks

Trademarks are distinguished by their plurality and diversity.

There are five main types of trademarks:

The word mark is characterized by better memorability.

It can be registered in both standard spelling and

original graphic design (logo). A word mark is the most common type of trademark. Approximately 80% of all registered trademarks are of this type. The value of the brand name is so great that a whole branding area is engaged in the development of the name of the product, called semonemics (from the Greek. Semon - sign and nemeon - to appoint). Another name for this process is naming.

The pictorial trademark is an original drawing, the emblem of the company. For example, the curved line (swoosh) as a trademark of Nike sports equipment; a stylized boat inscribed in an oval - AvtoVAZ, etc.

Volumetric mark registered in three dimensions, for example, a specific shape of a bottle of "Coca-Cola", perfume bottles are also provided with legal protection.

In the recent past, the sound trademark was characteristic of radio stations and television companies (for example, the opening beat of the music to the song "Moscow Nights is a trademark of the Mayak radio station"). Recently, this type of trademark is increasingly used in the advertising practice of firms operating in other areas of business. For example, original musical phrases may be used in corporate advertising. Thus, the corporate video clip of instant coffee "Nescafe" by Nestle ("Take a New Day!") Contains two registered sound trademarks: the main musical phrase and the rhythmic tapping of a spoon against a cup. A very strong communication charge is borne by the step of Zippo, which registered the click of a lighter as a sound trademark.

Combined - trademarks are a combination of the above types of trademarks, for example, a combination of a logo and a three-dimensional sculptural group "Worker and Collective Farm Woman" by V. Mukhina - a trademark of the "Mosfilm" film studio.

1. Corporate font inscription (logo)

A logo is the original outline and abbreviated name of a company, a product group, a manufacturing company, or one specific product manufactured by it. The average logo consists of 4-7 letters. Approximately four out of five trademarks are registered in the form of a logo.

The company block may also contain the full official name of the company, its postal and bank details (for example, on letterhead). Sometimes a brand block includes a brand slogan.

1. Corporate slogan

The corporate slogan is an original slogan that is constantly used by the company. Some slogans are registered as trademarks.

The slogan can contain the basic principles of the company, its credo, for example, Nick: “Just do it!”; Philips: "Let's change life for the better!"

Customer care can be chosen as the motive for the slogan, for example Johnson & Johnson: “We care about you and your health!”.

The slogan can highlight the exceptional qualities of the company (Rank Xerox: “We taught the world to copy!”) Or emphasize the achieved power, gained authority (Sony Corporation: “This is Sony!”).

There are many other approaches to the development of slogans corresponding to various concepts of advertising appeal: the promise of benefits, lyrical, fantasy, etc.

The slogan should organically fit into the corporate identity of its owner and contribute to the formation of his image;

The slogan must necessarily take into account the characteristics of the target audience, the clientele market of the company, be understandable and close to this audience;

The slogan should be well remembered - hence the brevity;

The slogan must be original;

The slogan must have an intense emotional connotation;

The slogan must be free of ambiguity;

The slogan must correspond to the lifestyle, the system of values ​​that developed at the time of its use. For example, over a century of history, Coca-Cola has changed more than a hundred registered slogans. However, modernization of the corporate slogan is not advisable in all cases. Thus, the South African company De Beers demonstrates more than half a century of adherence to its only slogan “Diamond is forever”. This slogan, developed back in 1947, according to the authoritative magazine, became "the best advertising slogan of the millennium."

1. Corporate color

The corporate color is also the most important element of the corporate identity. The color makes the elements of the corporate identity more attractive, better remembered, and makes it possible to have a strong emotional impact. For some types of products and services, specific colors are firmly entrenched. At the same time, one can name the persistent associations of all activities related to the sea and water with the color blue; aviation - with silver; plant growing and products of its processing - with green, etc. The most well-known methods of using corporate colors include the McDonald's restaurant chain - red and yellow; Kodak - yellow and gold.

A corporate color can also be legally protected in the event of a corresponding registration of a trademark in this color. However, it should be taken into account that if a trademark is in a color, then only in this color will it be protected. When registering a trademark in black and white, it is protected when reproduced in any color.

1. Brand set of fonts

A corporate set of fonts can emphasize various features of the brand image and contribute to the formation of a corporate identity. The typeface can be perceived as “masculine” or “feminine”, “light” or “heavy”, “elegant” or “rude”, “businesslike”, etc. The task of the corporate identity developers is to find their own font that would fit into the brand image. There are many types of fonts, which are conventionally divided into large groups: Latin, chopped, oblique, ornamented, etc. Font groups include a large number of typefaces that differ in style, width, weight, etc.

1. Corporate hero

The corporate hero is an important part of the formed image of the company. The communicator personifies himself, as it were, developing a permanent, stable image of his representative. Very often, the corporate hero is endowed with some traits that the communicator seeks to include in his image. The corporate hero can represent the fantasy-ideal consumer, such as the Marlboro cowboy and the adventurer in the Camel commercial. The smoker is expected to identify with these heroes. The corporate hero is part of the corporate mythology. Its purpose is to evoke sympathy. A corporate character should clearly represent the main idea of ​​the product. The constant communicator, unlike the corporate hero, is a real person. This is a specific person who is chosen by the firm as an intermediary in its communication with the addressee. The definitions of this concept are more widespread as "the face of the company", "brand image", "the icon of the company". Sometimes the firm uses the visual appeal of the intermediary. Attractiveness is not the only criterion, however. In some cases, the company - communicator can be attracted by the professional qualities of a person, his competence. Then his features are projected onto the image of the owner of the corporate identity. ...

1. Constant communicant

The constant communicator, the kind of corporate hero, is a real person. This is a specific person who is chosen by the company as an intermediary in its communication with the addressee. The definitions of this concept are more common as "the face of the company", "brand - image", "icon of the company". Sometimes the firm uses the visual appeal of the intermediary. Attractiveness is not the only criterion, however. In some cases, the company - communicator can be attracted by the professional qualities of a person, his competence. Then his features are projected onto the image of the owner of the corporate identity.

1. Other proprietary constants.

The list of other proprietary constants is constantly growing, including exotic elements such as the corporate banner, corporate anthem, corporate legend ("bike") and much more. Some elements of the firm's activities, including in the field of communications, which are characterized by consistency, play such an important role in shaping its image that they can be attributed to elements of corporate identity. Among these constants are various company emblems that have not received legal protection for any reason and are not trademarks.

Corporate identity elements can also be called corporate design features. For example, the logo in the form of a three-pointed star of Mercedes cars has remained unchanged for a long time, despite the fact that the appearance of the cars of this company is constantly changing.

A firm may develop original pictograms — abstract graphic symbols that represent product groups, service locations, and other information (for example, in a branded retail outlet).

Certain internal corporate standards can be referred to elements of corporate identity, with some reservations. For example, for the American manufacturer of road and construction equipment Caterpillar, this is a guarantee obligation to deliver any spare part for its equipment anywhere in the world within 24 hours from the date of receipt of the order.

1.4 Stages of creation and implementation of the corporate identity of the enterprise

The development of a corporate identity implies a set and combination of elements (certain graphic objects and font solutions) that ensure the unity of the appearance of all objects related to the company (products, packaging of goods, premises, equipment, documentation, advertising, clothing, etc.) ... The corporate identity itself is one of the main advertising and marketing tools of any modern company. In developing a corporate identity, it is of great importance to highlight the key points that determine the competitive advantages of your product or service.

Developing a good corporate identity starts with a brief.

The brief is the initial data for the development of corporate identity. Usually, the brief contains information about the company (company name, areas of activity, mission and history of the company, contact information), market situation (main competitors, company position in the market, competitive advantages, marketing positioning), recommendations and suggestions for developing a corporate identity ". The presence of a well-written brief greatly simplifies the communication between the customer and the performer.

The formation of the company's own corporate identity is based on the optimal selection of graphic objects and font solutions that will be used in all advertising and corporate products. At the same time, the corporate identity of the company cannot be similar to any other and should be associated with a specific product by a potential buyer.

1.5 Psychophysiological foundations of corporate identity perception

The corporate identity is a complex visual identification system that contributes to the formation of a favorable image of the company and enhances the effectiveness of its advertising contacts with consumers, increases the trust of partners and contributes to the growth of the company's reputation and popularity in the market.

The corporate identity is primarily perceived by a person due to the colors used in the creation.

The perception of color depends on a complex of physiological, psychological and cultural-social factors. Initially, studies of color perception were carried out within the framework of color science; later ethnographers, sociologists and psychologists joined the problem.

People of different cultures perceive the color of objects differently. Depending on the importance of certain colors and shades in the everyday life of the people, some of them may have more or less reflection in the language.

In the culture of different peoples, the emotional and applied perception of color is very different, and is associated with a long historical tradition within the relatively isolated development of an ethnos and religion. Hence the difference in perception, for example, of white and black colors (mourning or joy - depending on culture and religion).

The influence of certain forms on a person was also noticed in ancient times. Later, special studies have scientifically established that shape, like color, emotionally affect a person.

Square, rectangular, round, oval, triangular planes distribute the viewer's attention in different ways. Simple geometric shapes are perceived faster by the viewer and are better remembered compared to complex irregular shapes.

Psychologists are well aware of some techniques for attracting people's attention due to the form given to the object of perception. In particular, an effective way to attract attention is to single out one element among others for some reason. So, the most protruding corner of the quadrangle becomes, regardless of its spatial position, a place for concentration of attention.

The shapes of the lines have a certain effect on the perception of information. It is believed that vertical or horizontal straight lines are associated with calmness, clarity, and curved - with grace and ease. However, this is true in certain conditions, for example, the more often the horizontal or vertical lines and the more contrasting the colors selected for the image, the more unpleasant, up to dizziness, the sensations they produce. These features appear when the viewer is under stress.

Zigzag lines convey the impression of a sharp change, a concentration of power, a rapid release of energy.

Uncomplicated and symmetrical forms are "read" much faster than others and attract attention.

Psychophysical foundations of color perception

Color is one of the most significant elements of advertising. It is usually not perceived in the abstract, it is associated with concrete objects. Therefore, the mention of a particular object can generate an association with its color, and, accordingly, when a color is seen, an association with a certain object, product, or commodity can arise. Thus, color is a characteristic function of perception that conveys expressiveness and allows one to acquire certain knowledge about an object.

The color scheme of the advertising message is no less important in positioning and bringing the product to the market than the company logo or its slogan. Color plays an essential role in corporate identity. It influences the position of a product on the market, and it is used as a tool in the competition.

Red color - symbolizes willpower, activity, aggressiveness. It is widely used in advertising of cosmetic and perfume companies.

Blue is associated with passivity, sensitivity and calmness. Typically used in advertisements that create romantic images. In combination with white it evokes associations with the sea, fresh wind and freedom.

Gray and burgundy are the colors of confidence and freedom.

Black is a classic "stylish" color. Use in advertising

black and white photography emphasizes the style of the brand.

Green is the color of nature and naturalness. It, like other "natural" colors (blue, white and even brown), is often used in food advertising.

Color contrasts are often used to attract the attention of the consumer. So, tired of a variety of colored billboards or posters or other types of advertising, a person will definitely pay attention to a black and white advertisement. Different colors contribute to different degrees of ad recall. Yellow is especially memorable, so it is widely used in posters and billboards.

The perception of color also depends on the contrast in which a particular color is used. One ad geometry emphasizes the meaning of color, the other diminishes it. Intense color in a large geometric shape enhances the inherent properties of the color, bright colors increase their impact in round shapes.

Psychological foundations of form perception

The impact of certain forms on human perception was noticed in ancient times. Later, special studies have scientifically established that shape, like color, emotionally affect a person. It has been proven that the shape of the screen, on which the object is located, in a certain way organizes the process of searching for subtle signals on it. In the same way, the form of the pictorial surface also has an organizing influence.

Square, round, rectangular, oval, triangular planes distribute the viewer's attention in different ways. Simple geometric shapes are perceived faster by the viewer and are better remembered in comparison with complex directions of the shape.

Psychologists are well aware of some techniques for attracting people's attention due to the form given to the object of perception. In particular, an effective way to attract attention is to single out one element among others for some reason. So, the most protruding corner of the quadrangle becomes, regardless of its spatial position, a place for concentration of attention.

The shapes of the lines have a certain effect on the perception of information. It is believed that vertical and horizontal straight lines are associated with calmness, clarity, and curved - with grace and ease. However, this is true in certain conditions, for example, the more often the horizontal and vertical lines and the more contrasting the colors selected for the image, the more unpleasant, up to dizziness, the sensations they produce. These features appear when vision is under stress.

Zigzag lines convey a sense of sudden change, concentration of power, rapid release of energy.

Unbalanced shapes cause discomfort.

Uncomplicated and symmetrical forms are "read" much faster than others and attract attention.

1.6 Stages of creating a corporate identity

Stage one: preparation

The formation of the individual style of the company is preceded by the collection of the necessary information and analytical work. It is important to delve into the specifics of the firm's activities, to understand the nature and characteristics of the products or services provided, to learn the history, current position, prospects. Conduct an analysis of the relevant market area, i.e. potential competitors. This data helps to find and embody exactly the image that will most clearly and vividly represent the company, will allow it to stand out from the crowd.

Stage two: defining the strategy and concept

From this moment, the direct work on the creation of the corporate identity itself begins. This stage includes identifying the main guiding ideas that will be key in the company's image. It is necessary to designate the priority psychological components, that is, we define the figurative-associative series: "corporate style - image - associations".

Stage three: a bright idea

Idea is a project again. After defining the name, slogan and main ideas, you can proceed to the next stage.

Stage four: visual solution

Now prioritized brand colors, typefaces, main graphics, etc. are defined, based on which sketches are created. As a rule, one, two, maximum three colors are chosen as the main ones, with rare exceptions. The fonts are clear, understandable, easy to read both on a large and small scale. Graphics are developed individually for each project, which ensures the use of original graphic objects.

Stage five: logo design

Stage six: development of corporate identity elements

Based on visual solutions and the logo, additional elements are created, united by a common corporate identity. Business cards, badges, branded envelopes and folders, leaflets, calendars, catalogs, etc. are classics in this area. In addition to printing products, it is possible to develop souvenirs, outdoor advertising and other things.

Stage Seven: BrandbookBook is an identification book of the company's corporate identity, literally - a “brand book”. It includes a description of the possibilities of using the created style, examples, basic rules, options for applying a logo, etc. Thus, the brand book is a list of ideas for the implementation and use of corporate identity, logo and other things in printing, advertising products, etc.

Stage eight: patent protection

This is the final stage of corporate identity development. Brand protection is the right decision, thanks to which you can avoid repetitions of the image, name and slogan.

Creation of a corporate identity is a kind of a whole science. The development and materialization of a corporate identity into a finished product is like solving a complex mathematical problem: after all, only with the successful addition of all the components and a verified ratio of proportions, the result of the work will be a really powerful marketing and advertising tool.

Development of a brand name and logo

Development of a brand name (logo) is painstaking and hard work, which is the basis of a corporate identity. The importance of the correct logo design is that it should look good both on a computer screen (website), and on the letterhead of a company or organization, and on a black and white fax page, and on the body of a pen, on a corporate folder or a corporate car.

The main purpose of creating a company logo is to attract the attention of the target audience to it, to make the company name recognizable for potential consumers of its goods or services.

The requirements that a professionally designed logo (brand name) must meet are similar to the requirements for trademarks:

the novelty of the idea (originality, lack of imitation);

aesthetics;

brevity;

the ability to adapt (the ability to use the mark for a long time, if minor changes are made to it);

workability (difficult to pronounce trademarks do not create a favorable image);

manufacturability (a trademark should look equally advantageous on any medium);

associativity (the presence of links, associations between a trademark and a feature of the product labeled by it);

unambiguousness.

Logo design rules:

The logo should be memorable, evoke associations with the given company in the client (of course, positive ones). It is also desirable that the logo carries information about the activities of the company, its products, so that anyone seeing the logo for the first time at least roughly understands what the company is doing.

Creation of logos is a multi-stage and time-consuming process, since there are many different things to consider. Therefore, it is profitable for companies to contact a web design studio, to specialists engaged in the creation of logos.

When creating logos, most designers start by choosing the type of logo and, accordingly, with the selection of a suitable shape for it (or the shape of the letters, if the logo is text). Having played with the shapes of the logo, the designer chooses the most interesting solution.

Next, it's important to think about the color of the logo. Its color scheme should be quite simple, you can stop at one color by applying, using different shades of it. The color of the logo should be pleasing to the eye and look good even in the smallest form.

It is important that the logo looks good in any size. Therefore, it makes no sense to make it too complex: various effects like animation look only on relatively large images. Having created a logo layout, you need to look at it both online and on paper, since logos often lose their quality when printed.

Development of other elements of corporate identity

The design of all company documentation in the same style is a prerequisite for creating a unified visual communication system.

Stage of development of office applications:

(At this stage, a list of required office documents is drawn up).

Letterhead

Letterhead is a sheet of paper, usually A4 (210x297 mm), on which company details are printed, including:

Company name,

Logo (if any),

Contact information (address, phone, e-mail, website (if any),

Bank details (optional).

2. Branded envelope

A special type of postal envelopes, which is drawn up in accordance with the corporate style, is intended for sending correspondence to institutions or organizations for business purposes. The corporate envelope is marked with the logo of the organization and, depending on its use, its return postal address.

Envelopes are of two standards: Russian and international.

The most popular envelope sizes are:

C6 - envelope size (114 * 162 mm);

E65 - envelope size (110 * 220 mm) - European standard;

С65 - envelope size (114 * 229 mm);

C5 - envelope size (162 * 229 mm) - for documents in A5 format;

C4 - envelope size (229 * 324 mm) - for A4 documents.

Branded folder

It is customary to call a folder a white product made of various materials: cardboard, thick paper, plastic, leather. Nowadays, in addition to the function of storing documents, the folder has become one of the most effective advertising tools made in the corporate style of the company.

Several types of folders can be distinguished by purpose:

Cutting cardboard folder. General view: folded size: 22 0 × 310 × 5 mm;

Branded folder, embossed. General view: folded size: 220 × 310 mm, glued pocket - 210x80 mm;

Bumvinyl folders. General form: 220 × 320 mm, foil stamping information;

Corporate business cards

There are three types of business cards: personal, corporate, and business. Most popular business card size 90 × 50 mm;

The format defined in ISO 7810 ID-1 is widely used, and credit cards are the same size;

85.6 × 53.98 mm, sometimes 85 × 55 mm.

Office documentation development starts with a business card. This is the most creative element, since the company's image is often formed at the first meeting, accompanied by the exchange of business cards.

Then a basic set of documents is developed in accordance with the rules of document flow.

The result is a set of office documents.

1.7 Legal protection of a trademark

About trademarks, service marks and appellations of origin. “This law and the legislative acts of the republics within the Russian Federation adopted on its basis regulate relations arising in connection with the registration, legal protection and use of trademarks, service marks and appellations of origin.

Trademark and service mark and their legal protection.

A trademark and a service mark (hereinafter referred to as a trademark) are designations capable of distinguishing, respectively, goods and services of certain legal entities or individuals from similar goods and services (hereinafter goods) of other legal entities or individuals.

Legal protection of a trademark.

Legal protection of a trademark in the Russian Federation is provided on the basis of its state registration in the manner prescribed by this Law or by virtue of international treaties of the Russian Federation. Trademark rights are protected by law.

A trademark can be registered in the name of a legal entity, as well as an individual engaged in entrepreneurial activity;

Trademark certificate.

A trademark certificate is issued for a registered trademark.

The certificate certifies the priority of the trademark, the exclusive right to the trademark in relation to the goods indicated in the certificate.

Exclusive right to a trademark.

The owner of the trademark has the exclusive right to use and dispose of the trademark, as well as to prohibit its use by others. No one can use a trademark protected in the Russian Federation without the permission of its owner.

Violation of the rights of the owner of a trademark is recognized as unauthorized manufacture, use, import, offer for sale, sale, other introduction into industrial circulation or storage for this purpose of a trademark or a designation similar to it to the point of confusion with respect to homogeneous goods.

Types of trademarks.

A trademark can be registered in any color or combination of colors.

Absolute Grounds for Refusing Registration.

Registration of trademarks consisting only of designations is not allowed:

Not distinctive;

Representing state emblems, flags and emblems;

Official names of states, emblems, abbreviated and full names of international intergovernmental organizations;

Official control, guarantee and assay marks, seals, awards and other insignia or similar to them to the point of confusion. Such designations may be included as unprotected elements in a trademark if there is the consent of the relevant competent authority or their owner.

Commonly used as designations for goods of a certain type, which are generally accepted symbols and terms.

Indicating the type, quality, quantity, properties, purpose, value of goods, as well as the place and time of their production or sale.

The designations specified in paragraphs 2, 4, 5 and 6 of this clause may be included as unprotected elements in a trademark if they do not occupy a dominant position in it.

Registration as trademarks and their designation elements is not allowed: they are false or capable of misleading the consumer regarding the product or its manufacturer.

Contrary to public interests, principles of humanity and morality.

Registration of a trademark.

On the basis of the decision to register a trademark, the Patent Office, where within a month from the date of receipt of the document confirming the payment of the established fee, registers the trademark in the State Register of Trademarks and Service Marks of the Russian Federation (register). The register contains the trademark, information about its owner, the priority date of the trademark and the date of its registration, the list of goods for which the trademark is registered, other information related to the registration of the trademark, as well as subsequent changes to this information. ...

Pre-printing (layout) or prepress (prepress) - a process when electronic layouts of printed products are created with the help of desktop publishing systems, is of great importance for obtaining a good print result. Pre-press preparation of layouts consists in preparing for printing a layout developed by a designer in accordance with the technology of a particular printing house.

Pre-press includes the following types of work:

printing design;

generation of PS-files (postscript files);

collage (collage creation);

proofreading of the text;

typing;

clipping (removing the background around the image);

drawing (translation into vector format) of a logo or other image;

text recognising;

artistic retouching;

scanning;

imposition of stripes;

color correction.

Getting a high-quality product without retouching, color correction and color separation of the image and other works is impossible.

Prepress minimizes the disadvantages of printing technology. This process has a big impact on print quality, so incorrect prepress is the cause of many errors.

If the prepress preparation was performed at a high quality level, then at least 80% of the circulation success is guaranteed.

The entire prepress process includes the following stages:

Creation of a concept, design of a printed product;

Pre-press (layout) - development of electronic layout of products using special software;

Editing the text content of the layout;

Correction of the layout, taking into account the technology and features of the printing equipment;

Production of a color sample of the final product (color proof);

Production of electronic imposition for further post-printing processing of printed products (folding, creasing, cutting);

Conclusion of films, i.e. receiving color separations transparencies or sending electronic impositions to a CTP machine for plate production;

Manufacturing of forms for printing equipment for further printing of products; ...

After the prepress or prepress has been completed, you can start printing directly. Nowadays, there are many types of printing that allow you to apply a logo to almost any surface.

Silk-screen printing is a type of screen printing in which special monofilament polyester, polyamide (nylon) or metal nets with a frequency of 4-200 threads / cm and a thickness of approximately 40-500 microns are used as a printing material. Typically, white space elements are formed directly on the mesh by a photochemical method. For the manufacture of a printing plate can be used as a dry film photographic layer (Poliset or capillary film), and a liquid photographic emulsion dried on a grid after application, as well as a combination of these two methods. In its normal state, the photolayer is washed off with water. After exposure to UV radiation (wavelength 360-420 nm), the photolayer is polarized and ceases to be washed off with water, with the exception of areas that have not been irradiated (covered with a positive image). Areas with a washed-out photo layer become printed elements. In the overwhelming majority of cases, exposure is carried out by a contact method.

Printing is carried out with special squeegees (using a squeegee will avoid distortions, wrinkles and bubbles when gluing the film) with a polyurethane cloth, leading it along the upper (squeegee) side of the mesh (stencil). The paint is strictly dosed through the mesh in those places where there is no emulsion.

As a rule, printing plates (nets) are then used for regeneration (washing off the photopolymer layer) and then again used in printing. Nowadays, almost all stencil materials are recyclable.

Printing can be carried out on all materials - paper, plastic, PVC, glass, ceramics, metals, fabrics, leather, rubber and other materials. Paints differ: by the type of binder (water, solvent (based on solvents), plastisols, paints for glass and decals based on glass filler (frit), metal pigment and binder (medium)), by the method of curing (ultraviolet curing (water and traditional UV paints), temperature fixation (plastisols, water-based), air-drying (solvent, water-based), firing paints.

Silkscreen printing can also be used to print decals. The decal is a transfer image onto glass or ceramics, with or without subsequent firing, for applying an erasable ("scratch") layer for lottery tickets and payment cards. Screen printing is used for printing electronic printed circuit boards, applying conductive tracks on car glass, and much more.

Offset printing is a printing technology that involves transferring ink from a printing plate to the printed material not directly, but through an intermediate offset cylinder. Accordingly, unlike other printing methods, the image on the printing plate is not mirror-image, but straight. Offset is mainly used in flatbed printing. In traditional offset printing, ink enters the paper by passing through at least two rolls - one called the shaped roll and the other called the offset roll. The mold is most often a plate with a photosensitive coating (as a rule, the basis of the plate is aluminum alloys (in Soviet times, as a rule, coated cardboard was used).

Then the image is applied to the form. After exposure and development, the exposed parts of the mold begin to attract water and repel any oily substance, in particular paint. Such parts are called hydrophilic and (less commonly) oleophobic. The remaining (not exposed) parts of the forms, on the contrary, begin to repel water and attract paint. They, in turn, are called hydrophobic or oleophilic. Thus, the ink is transferred exclusively to the hydrophobic parts of the mold, forming letters and images. At each turn, a system of dampening rollers is used to wash the roller with the printing plate with water, then ink is applied to its hydrophobic parts through a system of ink rollers. The image is transferred from the roll with the printing plate to the offset roll, and from there onto the paper. The offset roller contributes to less wear on the forms and more evenness of the ink.

There are several technologies for transferring an image onto a printing plate. Among them is the computer-to-plate technology, or CTP, with the help of which the image is directly transferred to the printing plate using a platesetter. In traditional printing, the image is transferred from photographic forms, which, in turn, can be produced digitally using computer-to-film or CTF technology, or manually using phototypesetting.

Pros of offset printing:

Best print quality

The ability to print on any kind of paper and use any kind after printing processing;

Large print runs in a short time;

Significant reduction in the cost of offset printing for large runs.

Cons of offset printing:

Offset printing requires prepress processing (color separation, color proofing, creation of forms, printing of forms, preparation of the press, color balancing), which makes it impossible to fulfill urgent orders, for example, in an hour;

Pre-press and makeready add costs and small print runs can be unprofitable;

Personalization of data in offset printing is impossible, although this disadvantage is easily compensated for after printing the circulation, for example, by running it through a digital printing press.

Using the technology described above, you can get an image of only one color - the color of the ink used in the ink rollers. There are several ways to print a color image, of which the two most common should be mentioned. This is printing in multiple runs and printing on a multicolor printing machine.

Both of these methods are based on the decomposition of any color into several color components, for example CMYK. For each page of a color image, a set of printing plates is made, the image on each of which corresponds to the component of the image colors in the CMYK system. These plates are either installed alternately in a machine with one set of shafts, or simultaneously in a machine with several sets of shafts. In the first case, the imprint of one color component is called a "run". Machines with multiple sets of shafts are called multicolor machines.

The most common types of multicolor cars have their own names: two-color, three-color, and so on. To ensure accurate color reproduction during printing, control systems based on densitometry, colorimetry, and color proof are used.

The most modern type of offset printing is the so-called. digital offset. With this technology, the image is applied to the printing plate, which is directly installed in the machine. The traditional technology using photoforms is now called photofset. In addition, they also introduce a classification by types of materials - sheet and roll (rotary). Web offset presses do not use single sheets of paper, but rolls - paper rolled into a huge roll.

It should also be noted that offset printing is considered beneficial for large print runs. With small print runs, types of printing are almost universally used, united by the term digital printing.

Embossing is a technological operation in which an image is transferred using a stamp (cliche) under pressure and temperature, possibly with and without foil (such embossing is called relief). The mechanical method (engraving) of making mechanical plates is usually used in the production of three-dimensional plates for relief stamping. Engraving can be manual or automatic. It should be said that manual engraving of metal plates is one of the oldest methods of making cliches and forms for letterpress and gravure printing, for hot, relief and blind stamping. The manual engraving method is a process in which an engraver uses all kinds of hand tools (for example, graders, needle files, skins, pastes) to cut a cliche from a metal plate.

The process is subdivided into types:

Foil stamping - stamping, in which a foil is pulled between a heated plate and a material (paper, leather, plastic, etc.) and pressing is performed. Under the action of a heated cliche, metallized or pigment spraying lags behind the carrier film and is fixed with an adhesive layer on the surface of the material being pressed.

Blind embossing (blint) - (from it. Blind - blind) embossing using a cliché in order to obtain an impression with a smooth surface (for example, on textured paper, on leather). Unlike foil stamping, foil is not used, but special films can be used to obtain better smoothness or gloss. Process operating temperatures are generally lower than foil stamping to avoid overheating and deterioration of the material.

Relief embossing without foil - (eng. Embossing, ger. Praegung) giving a relief (towards the observer) by pressing the material between the clichés for relief (matrix) and punch (counter-matrix, counterpart). The image is made convex. It is produced either in a cold way or with a heated plate up to 60 degrees Celsius.

Reverse hot stamping is a rarely used term, as well as a rare process in Russian printing houses. We are talking about lowering the image below the level of the material (that is, away from the observer). In this way, you can make on paper, for example, spectacular traces, as if pushing through the sheet.

Pressing on holograms - the main difference from foil stamping is the need to clearly position each hologram relative to the image before the print with an accuracy of 0.1-0.2 mm. This is achieved by using laser recorders (if the holograms are glued one by one on a paper tape wound into a roll), as well as by using shear lines on the foil if the holograms are incorporated into the foil structure.

Texturing - the process involves applying an image using a cliché on a smooth material, usually metallized paper, in order to imitate foil stamping. It is also used to imitate the skin of certain breeds (for example, a cliché with a pattern imitating the skin of a crocodile, etc.).

Digital printing is the fastest growing technology in the printing industry. The ability to print documents directly from a computer without intermediate form processes is highly responsive to the needs of modern business and allows you to solve some of the most important issues.

Digital printing is a technique for taking impressions using a variable printing plate. In principle, digital printing is similar to conventional printing on a printer. In both cases, your layout is transferred from the electronic carrier to paper. But digital printing has several differences from traditional offset printing. The changes in the printing press at each stage are controlled by the computer of the publishing system. Since the technological process does not use films and forms, not only the cost is significantly reduced, but also the risk of quality loss at different stages of printing. This type of technique is used to print small-run advertising or commercial publications (for example, business cards), which can be changed during the production process even after each copy is printed.

Benefits of digital printing:

Print speed. Compared to traditional offset printing, this type can be called urgent printing. For example, for quick digital printing of business cards, the lead time is several hours.

Quality. All printing processes are controlled by a computer, which allows you to promptly intervene in the printing process at any time if there are inaccuracies in the production of advertising materials. Thus, through adjustments, a high print quality is achieved.

Creation of a trial copy. Before starting the replication process, there is an opportunity to see how the finished product will look like. Digital printing allows you to do this, in contrast to the offset method.

Personalization. Digital printing allows you to personalize data and enter numbering. This is not possible with offset printing.

Let's take a closer look at one of the ways to apply advertising symbols to souvenir products - laser engraving.

Laser engraving or marking is a special technology for applying images by direct exposure to laser radiation. This is a modern technology in which a structural change in the surface of a souvenir occurs under the influence of a laser beam. Its principle is simple: a computer-controlled laser beam removes a small layer of material from the surface, which leads to the formation of a relief image, a change in the color of the surface or its structure. The result is a drawing in the style of an engraving. Laser engraving is ideal for logo engraving on metal surfaces. It is distinguished by high resolution and quality, unique appearance, and most importantly - exceptional durability of the resulting images, inaccessible to other printing methods. Unique equipment for laser engraving allows you to apply any text and graphic images on a variety of materials and finished products, without requiring their preliminary processing and preparation.

Laser engraving is most effectively used in the advertising business for branding commercial products, applying brand symbols, logos, commemorative inscriptions and decorative drawings on products made of metals and alloys.

The perfect equipment used for laser marking and engraving allows you to quickly apply inscriptions and logos on a wide range of souvenir and representative products. Apply graphic and text information of any complexity to pens, office sets, key chains, tape measures, openers, lighters, ashtrays, flasks, thermoses, mugs, metal cups, knives, corkscrews, stands for mobile phones, stands for photo frames, sets of games, sets for wine, oil rigs, tomes, mirrors, manicure sets, paper holders, table and wall clocks, miniature clocks, business card holders, VIP gifts and personal presentations, paperweights, all kinds of metal accessories, folders, briefcases, various leather and leatherette, badges, medals, jewelry and industrial products.

Tampon printing is widely used in the electronics industry for marking with small print volumetric parts with a wide variety of surface geometries (capacitors, instrument panels, fuses and automatic fuses, wires, connectors, transformers, as well as other structural elements, individual units, etc.).

In electronics, pad printing is often part of the technological process or even included in production lines in the manufacture of, for example, printed circuit boards, decoration and marking of finished products. High resolution is of great importance, since it allows image miniaturization, which is inaccessible, in particular, for screen printing (silk screen printing). It is used in the manufacture of boards, when, for example, it is necessary to make very narrow tracks. In instrument making, tampon printing equipment is used for marking parts of electrical measuring and other devices, for printing scales on them. This makes it possible to reproduce very fine strokes. The method of tempo printing is especially suitable for applying an image to watch dials, marking watch parts, etc. Various types of products are decorated with pad printing in light industry: buckles, brushes, brushes, and much more. Manufacture of household appliances (telephones, calculators, control panels, keyboards, panels for washing machines, microwave ovens, video equipment, computers; cases of vacuum cleaners, TVs, coffee grinders, coffee makers), goods for children (children's swords and toys, elements of children's designers, complex composite toys, musical products) - all this is also impossible to imagine without the use of pad printing. In the glass industry, the tampon printing method, along with silk-screen printing, is used to seal ceramic and printed products. Pad printing machines are used, for example, for decorating ceramic dishes (bowls, plates, saucers, etc.) and other products. In this case, printing is carried out both on monochromatic and multicolor machines. The resistance of the resulting print to abrasion and scratching, despite the increased requirements, is quite high. Pad printing is widely used in medicine for sealing various products: tsov, droppers, ampoules, bottles, various metal elements, plastic, glass. In the automotive industry, using pad printing equipment, the image is applied to keys, interior panels, nameplates, pads, rods, discs, filters, lamps, rollers, belts, ball joints, shock absorbers, springs and other spare parts from various materials. Today, the use of pad printing for the development of various souvenir products (pens, lighters, key chains, watches, calculators, mugs, ashtrays, key holders, bottle openers, flashlights, business card holders, Christmas balls, plastic coasters or similar products made of plastic, leather, glass and polyethylene) is of great interest. ).

1.9 Requirements for original layouts

The printing house has the following requirements for printing the original layouts:

Color mode for all layouts - CMYK

resolution for CMYK - 300 ppi

for Grayscale - 300 ppi

for Monochrome - 1200 ppi

3. The fonts are attached to the models or converted into curves.

Requirements for layouts created in the vector editor Corel Draw:

The page size in the document must match the final (cut) size of the product.

If there is a background (fill or bitmap) or other elements adjacent to the edge of the product, these elements should go beyond the cropped format by 5 mm.

All significant elements such as text, logo, etc. must be positioned at least 3 mm from the trim format

Bitmaps must have

resolution for CMYK - 300 ppi

for Grayscale - 300 ppi

for Monochrome - 1200 ppi

5. All effects (shadows, lenses, transparencies, postscript fills, texture fills, Power Clip, Gradient Mesh) must be rasterized in CMYK with a resolution of 300 ppi.

The fonts are attached to the models or converted to curves.

It is undesirable to use too complex vector objects (objects containing a large number of anchor points).

It is better not to use fillings with a total amount of paint less than 10%.

Requirements for PDF files:

Currently, PDF is the standard format for file transfers in the printing industry. By providing files in this format, you will significantly save our and your time; however, it should be borne in mind that editing PDF-documents is rather difficult, therefore, when submitting a PDF-file, you must be completely confident in your layout.

When writing PDF output device (PPD) and a set of settings (joboptions).

PDF files must be composite (if the program from which you are making PDF allows it, then In-RIP Separations), without crop marks, without register marks, without scales and service labels, aligned in the center, with offsets of 3 mm with each side.

If raster images, laid out in a document, are scaled down in the layout program, it should be borne in mind that if they contain text or clear lines during PDF generation, a "saw" visible to the eye may appear; it is recommended in such cases to preliminarily bring them to one hundred percent scale.

2. Practical part

Speaking about the object of advertising, it should be said that objects of advertising can be anything that is offered for sale on the market. This refers to the market in the broadest sense of the word. The object of advertising in this work is the Kabelkomplekt company. A cable and wire company was chosen to create the corporate identity.

"Kabelkomplekt" is an enterprise selling cables and wires, metals and alloys, chemistry and oil products, imported electrical equipment, domestic equipment and building materials.

The location of the company is very favorable, since the rent of premises in this area is not very large.

The company was founded in 2010, changed its location several times, so it needs to develop a corporate identity.

For this purpose, it is required to develop:

· Logo

· Corporate font

· Organizational documentation (folder, form, envelopes, business cards)

· Printed products (booklet)

Brief description of the company

Kabelkomplekt is a developing company offering a wide range of cables and wiring and electrical products that are most in demand in the Russian market: low, medium and high voltage power cables, ship cables, wires for air suspension, line couplings and installation tools.

The availability of products in the warehouse, well-established relations with the main Russian cable manufacturers, and our own unwinding shop allow us to provide customers with the fastest and most complete order picking at prices significantly lower than retail prices and in a short time.

Close cooperation with transport companies allows loading, delivery and unloading of cables at facilities in St. Petersburg, the Leningrad Region and in all regions of the Russian Federation. The cable kit combines three very significant qualities: prompt equipment, flexible prices and professionalism of the staff.

For a young company, such as Kabelkomplekt, creating a corporate identity is the most important task, since corporate identity is one of the tools in promoting a company. To take its rightful place in a competitive market, it is not enough just to do its job with high quality, the company must have something that distinguishes it from other similar companies, something that makes it easy to identify its products and services - namely, corporate identity. A well-developed corporate identity can become the key to the prosperity and success of the Kabelkomplekt company.

Improving the corporate identity of the company over time

If the Kabelkomplekt company over time wants to improve the corporate identity, then it will be possible to rebrand. Rebranding is an active marketing strategy; includes a set of measures to change the brand (both the company and the product it produces), or its components: name, logo, slogan, visual design, with a change in positioning. It is carried out in line with changes in the conceptual ideology of the brand. This implies that there has been a fairly significant change in the company (product). Restyling and brand repositioning are integral parts of the rebranding process.

A successful rebranding allows the company to reach a new level of development, attract the attention of new customers and increase the loyalty of existing ones.

Rebranding tasks:

strengthening the brand (that is, increasing consumer loyalty);

brand differentiation (strengthening its uniqueness);

increasing the target audience of the brand (attracting new consumers).

Since the Kabelkomplekt company is a young and developing company, and over time, changes may occur in, say, the range of products, then with the help of rebranding it will be possible to easily draw up a marketing strategy to change the product it produces.

.2 Target audience

Cable equipment, namely cabling and wiring and electrical products, is equipment that is purchased not by ordinary buyers, but by certain firms with corresponding incomes, therefore, the buyers of these products are people with high incomes. Therefore, the main goal of developing a corporate identity for the Kabelkomplekt company is to create such an image of the company that can interest and dispose partners and consumers for business communication and cooperation, as well as build trust and recognition.

Not only luxury clients, but also economy class clients are interested in Kabelkomplekt products, since the company's pricing policy is very democratic. Competent staff will help you choose exactly what the client really needs.

The main sales of the company are carried out in bulk, although there is also retail trade. The target audience of this company is men. Age categories: men from 35 to 50 years old, men from 50 and above, and the last category is men from 24 to 35. The most active age category is considered to be men from 50 and above. This is what with regards to retail trade, and if we talk about wholesale trade, then the main buyers are the age category from 35 to 50, these are representatives of other companies, or people who are engaged in reselling.

The second stage is a careful selection of materials and the choice of a concept. At this stage, a special design was invented for the logo, business cards, letterhead and envelopes. The booklet was also invented and the corporate color, fonts and general graphic style were chosen.

The third, final stage was characterized by the development of product layouts and their provision to the customer.

Analysis of similar developments

The market for cable companies is very wide these days. The companies offer the widest range of cabling and wiring products, rolled metal products, electrical equipment, chemical products and petroleum products, building materials, food products, professionally conducts electrical installation and repair and construction work.

In such harsh conditions, it is difficult for a young company to stay afloat, and even more so to take a worthy place among competitors. Competent corporate identity development can help to cope with this problem. The brighter and more original the image created using the corporate identity, the more chances the company has to stand out and be noticeable in the stream of competitors.

Let's take a look at a few examples of logo designs for competing companies. When analyzing similar logos, one can come to the conclusion that similar firms have simple or abstract logos.

For example, the logo of the cable company Regional Cable Bases consists of the first letters of the company and the simplest geometric shapes. These letters have clear geometric shapes, the colors used are white and blue. Inside the blue circle, a white circle, two rectangles go in different directions from the circle. And in the center of the circle there are letters. The letters are white with a blue outline. In this case, the blue color leaves a pleasant impression. And white in combination with blue looks very harmonious, and a clear geometric figure implies the solidity of the company. "Rice. 1".

The logo of the Nevskaya Cable Company is even simpler than the previous logo. It is presented in the form of the first letters of the company, without any figures. The logo looks quite patriotic, since these letters are painted over using a gradient of three colors (white, blue and red), these colors in this sequence are the colors of the Russian flag. This color scheme inspires confidence and stability. "Rice. 2 ".

When developing a Kabelkomplekt company logo, it is worth considering the logos of similar companies and creating a stylish memorable bright image that will make the company stand out.

Analysis of the competitiveness of the enterprise

Recently, more and more advertising products have appeared. As a rule, they are aimed at creating a favorable image of the company, maintaining its image and attracting new clients to certain services.

Also for the demonstration of new products companies, companies have resorted to such types of print advertising as booklets.

Also, among similar developments, leaflets, brochures and calendars can be noted. They inform about promotions, news and special offers, they are designed in the same style and color. Also, in this advertisement, information about the companies themselves is sufficiently complete and briefly stated. These types of print advertising are quite informative and original.

Measures to improve the corporate identity

Measures to improve the corporate identity are carried out through rebranding. The main ones are:

Marketing audit

The main goal is to assess brand awareness, to understand how loyal the consumer is to it; what barriers exist for brand perception, assess its image for various target audiences; understand what strengths and weaknesses and competitive advantages it has. Based on marketing research, a decision is made as to whether a brand needs repositioning.

Repositioning a brand is changing its main characteristics and fixing them in the minds of target audiences.

Restyling of the visual attributes of a brand is a change in design (for example, the color of the logo and other visual attributes accompanying the brand, style), in accordance with the new positioning and new characteristics of the brand.

Internal and external communication

To convey to the audience (employees, consumers, competitors, etc.) what characteristics the new brand has.

Idea, design concept

The idea for the Cable Kit logo is to create a laconic, simple, but at the same time bright image. Taking into account the specifics of the company, namely the short period of its existence, the emphasis should be placed on the simplicity and capacity of the logo, avoiding unnecessary sophistication and pathos. "Rice. 3 ".

During the development of the corporate identity, several versions of the logos were made, various forms, faces and styles were worked out. It was decided to base on the cross-sectional silhouette of the cable, which would allow consumers to identify the type of business that the company is doing. The logo also contains the name of the company itself, executed in the Segoe UI Semibold font, which is easy to read, which contributes to a better perception of the whole picture. And there is a phrase that explains what the company is doing.

Kabelkomplekt is a company engaged in serious activity, therefore, the corporate identity for this company requires an appropriate approach. The style should be simple and strict, but at the same time effective and memorable. All elements must be executed in a single direction and contain clear geometric lines and shapes, characteristic of an activity such as cable work.

All elements of the corporate identity are made in a single color scheme: a combination of dark green, turquoise and white colors. This contrast creates a special effect. On the one hand, dark green looks strict and businesslike, and, on the other hand, turquoise brings brightness, and special attention to the corporate identity, which is important, since to attract attention and stand out among competitors, this is, in fact, the goal of the Kabelkomplekt company. As a result of a long development of all design elements, all conceived ideas were fully implemented.

Font selection

The first thing that was done in order to choose a font was a clear idea of ​​what kind of customer reaction to the font they wanted to get. So that there are no doubts about the correctness of the chosen goal, it is better to consult with the customer. This goal determined the whole process.

When the icon for the cable itself was invented, it was necessary to choose the font for the company name, which is included in the logo itself. The font was selected according to the following criteria, it should be clear and readable, while remaining suitable for the audience and the message. It had to correspond to the activities of the company.

When choosing a font for the cable company logo, the font was chosen

Segoe UI Semibold. It is modern, and this is important because the company is young and it must be in step with the times. It is both clear and readable, stylish and at the same time quite simple.

The main goal was to draw attention to a young developing company and with the help of this font the goal of attracting potential and new customers will be achieved, since the font combines all the necessary qualities.

Comparison of design options

Selection and justification

The choice of the optimal logo option was driven by the goal - to create a simple and austere, but striking logo. From several variants of the developed logos, taking into account the position of the customer, one was chosen that most satisfies the goals. In comparison with the rest, this logo most clearly makes it clear about the activities that the company is engaged in. The small number of elements that make up the logo does not create the impression of being overwhelmed; on the contrary, it leaves a feeling of integrity and conciseness. Due to this, this logo will look equally good on a computer screen, and on the company's letterhead, and on a black-and-white fax page, and on any printed element of corporate products.

The first concepts of the developed logo were items that directly relate to this company, these are all kinds of coils, pillars, a version of the logo in a bundle of wires was invented. Variants of different spellings of the company name were tried. Various color options have been tried. Color plays a particularly important role in corporate identity. Greenish-turquoise was chosen as the main color for the logo. It brings brightness and richness to the corporate identity. The greenish-turquoise color is very bright, and thus actively attracts the attention of consumers, relieves the feeling of drowsiness, and is well remembered.

It is impossible to perceive colors separately from each other. The combination of greenish and turquoise colors is a bright and stylish solution in creating the company's image. This color is ideal for a company that sells cables. "rice. 3 ".

2.4 Compliance of the development with the requirements of psychological perception

The dominant geometric shape in the logo is the circle. The use of this particular figure is explained by the fact that it conveys stability, completeness and laconicism. This associatively reminds us of the specialization of Kabelkomplekt, namely the sale of cables. After all, as in any other business, stability and constancy play a decisive role.

A circle and 4 rectangles are inscribed in a circle, which also resembles a cable in section in its outlines. In general, the composition is symmetrical and the semantic center is located on the side. Here is the graphic outline of the name of the Kabelkomplekt company. It also creates the effect of stability and resilience. The geometric shapes used in the logo are simple, so they are easily perceived and remembered by a person.

The color blue used in the creation of corporate identity elements subconsciously instills a state of balance and peace of mind. It disposes to business communication, eliminates excessive emotionality, adjusts to work.

2.5 Hardware and software that were used in the design of this advertising product

To develop corporate identity elements, as well as to create an electronic presentation for this thesis, print text and process photographs, such programs were used as:

To create corporate identity elements:

Corel DRAW is a well-known program for working with various types of graphics. This program allows you to work on all kinds of projects - from creating a logo and web graphics to multi-page marketing brochures or attractive signs. Corel DRAW provides advanced compatibility with commonly used formats, including Adobe Illustrator, Adobe PhotoShop. Corel Pain Shop Pro, Microsoft Office, JPEG and PDF.

For presentation: Office Power Point is a program for creating and delivering a presentation, which is part of Microsoft Office, and is available in editions for various operating systems. With this program, you can prepare a presentation using slides that can then be printed or simply shown on a computer screen or projection screen.

For photo processing:

Adobe Photoshop is a professional graphics editor that is quite easy to learn and use.

For printing text - Microsoft Office Word 2010, which is a text editor, i.e. software tool for creating, formatting, editing simple and complex text documents.

3. The economic part

Calculation of cost estimates for "Elements of corporate identity".

In the economic part of the diploma, the costs of creating corporate identity elements for the cable company KabelKomplekt were calculated, such as: logo, letterhead, envelopes and a folder. The time for the creation and development of corporate identity elements is three months.

The main goal of the economic part of the diploma is to show that the costs associated with the implementation of the project can be covered by the income from the sale of the product developed within the framework of the project.

Cost estimate - is a plan of upcoming expenses and receipts of material and monetary funds of enterprises, institutions, various organizations

At manufacturing enterprises, estimates of production costs are made, in which costs are grouped by department. elements. The estimate in construction organizations determines the estimated cost of construction. Non-productive organizations financed from the budget make up the budget of the budgetary institution. The calculation of the estimate is based on quantitative (volumetric) indicators of the activities of enterprises and organizations in the planning period (year, broken down by quarters), indicators of project construction, technical and economic standards, standards, tariffs, prices, prices and other specific indicators. Calculations and justifications are attached to the estimate.

The estimate of a budgetary institution in form is a plan of expenditures and reflects the unilateral nature of relations with the budget of institutions that are on estimated funding. The expenditures of budgetary institutions are determined on the basis of the approved plan of their work and the norms of expenditures established for the settlement unit of the plan. Valid or negotiated prices and tariffs apply for the valuation of costs.

Any compiler of estimates is faced with the task of correctly describing the technology of work, correctly determining the volume of certain technological operations and, finally, choosing such a price (direct costs) that would most clearly correspond to the description of the work.

) Expendable materials

) Basic salary.

) Insurance premiums 26%

The amount of payment for the creation of corporate identity elements consists of the following costs:

1 to develop the concept of corporate identity elements

2 for design development

3 for typical technical work (scanning, retouching, etc. processing of photographs, etc.)

4for special work (logo creation, photography services, printing services)

5for management.

6for market research services (marketing elements)

The corporate identity design plays an important role in the perception of a specific trade mark (brand) of a manufacturer or seller of goods, services, therefore, the success of creating a corporate identity largely depends on the qualifications of designers. Typically, the design part of the work is done by individual designers or agencies in collaboration with psychologists and advertising specialists. If the wishes of the entrepreneur coincide with the vision of the designer, the corporate identity is the most successful. corporate advertising logo slogan

In some cases, the development of the corporate identity of the company starts from scratch. It includes the following steps:

1. Drawing up a technical assignment, that is, determining the information load that the corporate identity should carry.

The field of activity of the company is studied in detail up to the study of the market segment (if necessary); an image that should be created in the mind of a potential consumer. Variants of the trademark, logo, as well as a corporate identity package, which includes many components, are being developed.

• 2. Design development:
  • - phono type (name) and logo (graphic design);
  • - visual components of corporate identity;
  • - the original of the construction of the logo (sign) in the scale-coordination grid;
  • - color solution of the logo (mark);
  • - brand block;
  • - color scheme of corporate identity;
  • - typography of corporate identity (range of fonts); in the carriers (elements) of the style (including the design of the facade of the building, interior, etc.).
• 3. Conducting patent research.
• 4. Legal protection.

Patent research and legal protection are carried out by patent specialists. These stages include an examination of the claimed designation, verification of identity and similarity with already registered designations and the development of recommendations for enhancing the protectability of the designation being developed, as well as filing an application with the State Patent Office of the Russian Federation for obtaining titles of protection.

The experience of creating a corporate identity of a number of companies confirms that the performance of work at all these stages is a necessary and sufficient condition for obtaining the desired results.

In our country, the culture of corporate identity is still very young. Not all Russian companies are investing enough funds in the development of a corporate identity concept. There are still some successes in this area, however, they relate to a greater extent not to corporate identity, but to the creation of new trade marks, which is not quite the same thing.

Currently, there is a tendency to reflect the specifics of the company's activities in the brand name. The names of many Russian firms "work" both as a trade mark and as a corporate identity. But in some cases, it even hurts. In the sign, as the main element of the corporate identity, there should be something that gives rise to the right associations and allows conjecture. According to the heads of advertising agencies and design studios, the corporate identity should be a mystery.

One of the main and most common carriers of corporate identity is an ordinary business card, which, even with advertising, retains its value. However, executives do not always have a proper attitude to what the business card of their firm or company looks like.

Undoubtedly, when developing a corporate identity, an important role is played by a corporate philosophy oriented towards the end user. Success is achieved by those companies whose management, having come to the conclusion that it is necessary to transform the nature of the company and create a new corporate philosophy, also changes the advertising image.

Efforts bring their results when it comes not just about changing the name, but about creating a new brand, that is, when the name itself has a powerful impact on a person, is surrounded by a wide range of associations and interpretations and is filled with meaning for both customers and employees of the company ... This provides opportunities for the development of both external image and internal corporate culture.

However, a change in corporate identity can lead to business failures (the company will not be recognized for some time), if not accompanied by a powerful PR campaign. If you start working on a corporate identity "from scratch", then this is - first of all, work on the name of the company, then - on the sign and logo. The rest of the elements depend on the specifics of the company's activities.

There is a close relationship between the industry of the company and the specifics of the corporate identity. For example, if the documentation of an insurance company has a "light, airy" style with vignettes, it will not give it any weight; an airline's corporate identity should not evoke the same associations as a brand owned by a consumer goods company. Each type of business can be given its own, specific, definition of the concept of "corporate identity".

Corporate identity creation in an enterprise is a complex process. Only after the general concept of the company has been formed, you can begin to develop the main components of the style. Correct corporate identity development is a complex creative and organizational process. The identification of the organization, the unity of the stylish solution is the main task of the designers who work to create the external image of the company.

World practice can offer quite interesting examples of a creative approach to solving this problem.

Thus, the Hilton hotel chain has developed a special uniform design of windows, door handles, lamps, and the corporate identity of the Marks and Spenser chain of stores is the same design of all stores, the uniform of sellers and green bags. British Petroleum's green and yellow colors are an integral part of gas station design.

In order to raise its status, the Roll Mail company repainted 32,000 cars and motorcycles, 12,000 mailboxes, produced 16,000 new clothes for postmen, and developed 1,200 letterheads. The Roll Mail company began to be recognized all over the world.

The introduction of corporate identity into the activities of an organization is the final stage in the development of corporate identity, since it requires a separate plan, consisting of its stages, thoughtfulness and consistency.

Standard corporate identity implementation activities may include the following:

• 1) distribution of the order on the observance of the corporate identity;
• 2) distribution of internal explanatory letters on the corporate identity;
• 3) conducting internal seminars on corporate identity;
• 4) trainings for receptionists;
• 5) design of the company's office in the corporate style;
• 6) making clothes in the corporate style for employees employed in production or in the company's stores;
• 7) design of door plates and signs of the company in the corporate style;
• 8) applying elements of corporate identity to the company's products;
• 9) production of souvenir products with elements of the company's corporate identity;
• 10) production of advertising and printing products with elements of the company's corporate identity;
• 11) outdoor advertising with elements of the company's corporate identity;
• 12) advertising in the media with elements of the company's corporate identity;
• 13) an internet site with elements of the company's corporate identity;
• 14) use of corporate identity during participation in conferences and exhibitions, holding special events. Brown, L.S. Image is the path to success / L.S. Brown. - SPb. 2003.-73 s., P. 62

Thus, the introduction of the corporate identity of the company occurs evolutionarily not only within the framework of its general communication strategy for the formation of the image, but also simply in the process of the company's economic activity. Therefore, there is no need for purposeful actions to promote the corporate identity itself, it is much more important to observe and apply it correctly.

Stage one: preparation

The formation of the individual style of the company is preceded by the collection of the necessary information and analytical work. It is important to delve into the specifics of the firm's activities, to understand the nature and characteristics of the products or services provided, to learn the history, current position, prospects. Conduct an analysis of the relevant market area, i.e. potential competitors. This data helps to find and embody exactly the image that will most clearly and vividly represent the company, will allow it to stand out from the crowd.

Stage two: defining the strategy and concept

From this moment, the direct work on the creation of the corporate identity itself begins. This stage includes identifying the main guiding ideas that will be key in the company's image. It is necessary to designate the priority psychological components, that is, we define the figurative-associative series: "corporate style - image - associations".

Stage three: a bright idea

Idea is a project again. After defining the name, slogan and main ideas, you can proceed to the next stage.

Stage four: visual solution

Now prioritized brand colors, typefaces, main graphics, etc. are defined, based on which sketches are created. As a rule, one, two, maximum three colors are chosen as the main ones, with rare exceptions. The fonts are clear, understandable, easy to read both on a large and small scale. Graphics are developed individually for each project, which ensures the use of original graphic objects.

Stage five: logo design

The logo is the main element of the corporate identity, in this regard, its creation is the most important and crucial stage. An interesting, “bright” logo, executed professionally, attracts attention, is quickly remembered by the consumer and becomes the best advertising tool.

Stage six: development of corporate identity elements

Based on visual solutions and the logo, additional elements are created, united by a common corporate identity. Business cards, badges, branded envelopes and folders, leaflets, calendars, catalogs, etc. are classics in this area. In addition to printing products, it is possible to develop souvenirs, outdoor advertising and other things.

Stage seven: brand book

Brand Book is an identification book of the company's corporate identity, literally - “brand book”. It includes a description of the possibilities of using the created style, examples, basic rules, options for applying a logo, etc. Thus, the brand book is a list of ideas for the implementation and use of corporate identity, logo and other things in printing, advertising products, etc.

Stage eight: patent protection

This is the final stage of corporate identity development. Brand protection is the right decision, thanks to which you can avoid repetitions of the image, name and slogan.

Creation of a corporate identity is a kind of a whole science. The development and materialization of a corporate identity into a finished product is like solving a complex mathematical problem: after all, only with the successful addition of all the components and a verified ratio of proportions, the result of the work will be a really powerful marketing and advertising tool.

Development of a brand name and logo

Development of a brand name (logo) is painstaking and hard work, which is the basis of a corporate identity. The importance of the correct logo design is that it should look good both on a computer screen (website), and on the letterhead of a company or organization, and on a black and white fax page, and on the body of a pen, on a corporate folder or a corporate car.

The main purpose of creating a company logo is to attract the attention of the target audience to it, to make the company name recognizable for potential consumers of its goods or services.

The requirements that a professionally designed logo (brand name) must meet are similar to the requirements for trademarks:

The novelty of the idea (originality, lack of imitation);

Aesthetics;

Laconicism;

The ability to adapt (the ability to use the mark for a long time, when making minor changes to it);

Manufacturability (difficult to pronounce trademarks do not create a favorable image);

Manufacturability (a trademark should look equally advantageous on any medium);

Associativity (the presence of links, associations between a trademark and a feature of the product labeled by it);

Unambiguousness.

Logo design rules:

1. The logo should be memorable, evoke associations with the given company in the client (of course, positive ones). It is also desirable that the logo carries information about the activities of the company, its products, so that anyone seeing the logo for the first time at least roughly understands what the company is doing.

2. Creation of logos is a multi-stage and time-consuming process, since it is necessary to take into account many different little things. Therefore, it is profitable for companies to contact a web design studio, to specialists engaged in the creation of logos.

3. When creating logos, most designers start by choosing the type of logo and, accordingly, with the selection of a suitable shape for it (or the shape of the letters, if the logo is text). Having played with the shapes of the logo, the designer chooses the most interesting solution.

4. Next, it is important to think about the color of the logo. Its color scheme should be quite simple, you can stop at one color by applying, using different shades of it. The color of the logo should be pleasing to the eye and look good even in the smallest form.

5. It is important that the logo looks good in any size. Therefore, it makes no sense to make it too complex: various effects like animation look only on relatively large images. Having created a logo layout, you need to look at it both online and on paper, since logos often lose their quality when printed.

Development of other elements of corporate identity

The design of all company documentation in the same style is a prerequisite for creating a unified visual communication system.

Stage of development of office applications:

(At this stage, a list of required office documents is drawn up).

1. Letterhead

Letterhead is a sheet of paper, usually A4 (210x297 mm), on which company details are printed, including:

1. name of the company,

2. logo (if any),

3.contact information (address, phone, e-mail, website (if any),

4. bank details (optional).

2. Branded envelope

A special type of postal envelopes, which is drawn up in accordance with the corporate style, is intended for sending correspondence to institutions or organizations for business purposes. The corporate envelope is marked with the logo of the organization and, depending on its use, its return postal address.

Envelopes are of two standards: Russian and international.

The most popular envelope sizes are:

C6 - envelope size (114 * 162 mm);

E65 - envelope size (110 * 220 mm) - European standard;

С65 - envelope size (114 * 229 mm);

C5 - envelope size (162 * 229 mm) - for documents in A5 format;

C4 - envelope size (229 * 324 mm) - for A4 documents.

3. Branded folder

It is customary to call a folder a white product made of various materials: cardboard, thick paper, plastic, leather. Nowadays, in addition to the function of storing documents, the folder has become one of the most effective advertising tools made in the corporate style of the company.

Several types of folders can be distinguished by purpose:

Cutting cardboard folder. General view: folded size: 220 x 310 x 5 mm;

Branded folder, embossed. General view: folded size: 220 × 310 mm, glued pocket - 210x80 mm;

Bumvinyl folders. General view: 220 × 320 mm, information foil stamping;

4. Branded business cards

There are three types of business cards: personal, corporate, and business. Most popular business card size 90? 50 mm;

The format defined in ISO 7810 ID-1 is widely used, and credit cards are the same size;

85.6? 53.98 mm, sometimes 85? 55 mm.

Office documentation development starts with a business card. This is the most creative element, since the company's image is often formed at the first meeting, accompanied by the exchange of business cards.

Then a basic set of documents is developed in accordance with the rules of document flow.

The result is a set of office documents.

Corporate identity development is fundamental to the successful development of any modern company. Faceless firms offering their goods or services on the market will never be able to reach normal profit levels. After all, next to them there are brands that, not only due to advertising, but also due to good recognition, are able to interest the majority of potential buyers.

Today, quite a few companies offer their services for development of corporate identity... We draw your attention to the fact that in the process of choosing a potential partner, it is important to take into account not only the cost and quality of work, but also the convenience of the process itself.

That is why events to create a company's style should be organized according to the principle "from simple to complex". This will allow you to use each of the stages of work with maximum efficiency, which, of course, will have a positive effect on the final results.

There are several main stages of developing a corporate identity for a company:

Description of the company's mission, as well as its advantages over competitors;

Development of basic elements, including a logo;

Development of proprietary documentation, as well as POS materials;

Development of the company's Internet representation and a package of advertising materials.

Collection of information.

At the first stage, the necessary information about the company is collected, as well as its thorough analysis. All the features of the market, the nature of competition, the history of the development of the company itself, the properties of the products or services that it represents, etc. should be taken into account. The main goal of the start-up stage is to search for unique characteristics, on the basis of which the future visual image of the company will be built. We hasten to note that the further positioning of the company depends on the success of this event.

At the next stage, the most important thing should be chosen from the information collected earlier. Based on the available data, visual images are generated. Key symbols and metaphors defining corporate identity of the company... In this case, color solutions are of the utmost importance, since each of them carries a certain coloristic load and deepens the essence of the selected symbols. It is also necessary to take into account the advertising strategy, on the basis of which the structure of the future style is formed. This is both a mandatory set of elements and their adaptation to specific advertising media.

Further, the search for graphic solutions is carried out, that is, the required image of the company is determined, as well as its clear position in the market. The same task is entrusted to several stylists and designers who must embody the chosen directions in specific colors and symbols. This technique allows you to avoid repetition and "looping", as well as see different approaches to the implementation of the idea in order to choose the most successful one. At this stage, special attention should be paid to the fonts, with the help of which the essence of the company's image is described. Based on the results of the work done, the customer is presented with several of the most successful logo options, made in various directions. After jointly determining the most suitable result, its detailing is carried out, as well as a deep drawing of all the constituent elements.

We believe that in order to determine the most effective version of the logo, a methodology for testing trademarks on the target audience should be applied. Any company in the process of interacting with customers and partners uses a certain set of tools. Someone uses business cards, while others prefer advertising signs. Here it is important to understand what exactly potential buyers will feel when looking at the visual image presented to them.

Based on the specifics of the company's activities, it is necessary to select those elements of the corporate identity with which buyers contact most often. Based on the selected elements, studies are conducted to determine the visual appeal of the brand or logo. After conducting complex testing, the customer receives results that reflect the effectiveness of a particular option in terms of visual appeal.

After the final version of the logo is approved, the stage of creating a brand book or a book of the company's corporate identity begins. It is necessary to create a detailed description of the logo and all its modifications, as well as build modular schemes for constructing certain elements. In the process of developing a brand book, the customer receives recommendations on how to implement the accepted style within the enterprise, as well as the rules for the use of graphic information for designers and printing companies.

The finished brand book, in addition to the elements of the new style, should contain options for business documentation. Note that this is where the brand fonts and colors will be involved. In addition, the brand book displays options for personal and corporate business cards, letterheads and contracts, envelopes, folders, etc. Having received a ready-made brand book in printed and electronic versions, the customer will be able to see the complete picture of the corporate identity of the company, as well as its individual elements that are already ready for printing. Almost all well-known firms and companies have their own brand book. One example, The Nike Football Guide, created in 2012, is an example of a concise and straightforward brand book. The company's values ​​are summed up in three simple words: Inspirtion. Innovation. Enablement. In addition, the brand book lists the 11 Nike Football Design Commandments with short explanations and shows the logo and font options. However, the main part of the brand book is photos of famous footballers and Nike sportswear. The book also contains photography requirements for advertising campaigns. A couple of pages from the Nike Football brand book can be seen below (Figure 8).

After form style company has been approved by the customer, you should proceed to the final stage, that is, the development of the company's website and materials for advertising. Internet representation should be universal, that is, interesting for any web user.

The development of a site should be approached with special attention, since the success of promoting a company on the virtual market depends on its attractiveness. And, of course, advertising materials that are developed on the basis of ready-made stylistic solutions should interest as many potential clients and partners as possible.

Stages of creating a corporate identity

What is corporate identity?

The purpose of developing a corporate identity is to create, using visual techniques, an individual memorable image of the company, its products or services. The image developed by designers should be "bright", distinguish the company from the general mass of competitors, as well as dispose potential customers, consumers and partners for business communication and cooperation, build trust and recognition, and contribute to a positive reputation.

So, exactly what stages does the development of a corporate identity consist of?

Stage one: preparation

The formation of the individual style of the company is preceded by the collection of the necessary information and analytical work. It is important to delve into the specifics of the firm's activities, to understand the nature and characteristics of the products or services provided, to learn the history, current position, prospects. Also, we conduct an analysis of the relevant market area, that is, potential competitors of the customer company. This data helps to find and embody exactly the image that will most clearly and vividly represent the company, will allow it to stand out from the crowd.

Stage two: defining the strategy and concept

From this moment, the direct work on the creation of the corporate identity itself begins. This stage includes identifying the main guiding ideas that will be key in the company's image. Agree that creating an image, among other things, requires a subtle knowledge of psychology (consumer, competitors, partners, etc.). Thus, we designate the priority psychological components, that is, we define the figurative-associative series: “corporate style - image - associations”.

Stage three: a bright idea

It's no secret that an idea is again a project. History knows many cases when once created corporate identity was working and effective for many decades. The same can be said for the title. We are ready to offer naming services for young companies. Naming (from the English toname) implies the development and creation of an accurate, sonorous and memorable company name, as well as a slogan (motto) that defines the main credo of the company. After agreeing on the name, slogan and main ideas, we proceed to the next stage.

Stage four: visual solution

Now prioritized brand colors, typefaces, main graphics, etc. are defined, based on which sketches are created. As a rule, one, two, maximum three colors are chosen as the main ones, with rare exceptions. The fonts are clear, understandable, easy to read both on a large and small scale. Graphics are developed individually for each project, which ensures the use of original graphic objects.