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Corporate identity works almost in a subliminal way.  It can be associated with a specific set of values, a geographical location, an era… even a moment in life.

I’m as old-fashioned as they come.  Every time I watch Denis Leary’s stand-up comedy, I can’t help but to feel identified whenever he talks about simple things such as coffee-flavored coffee or Dunkin’ Donuts.  Some images are iconic to me, they define a moment or a place or even a feeling in my life.  These images became part of my routine and gave me solace and a couple of anecdotes.

That’s why I hate poor corporate identity makeovers.  They scrape off the good stuff.

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Your corporate identity is both an indicator and a bridge.  Allow me to explain.

If you want to know how’s a company doing, check its corporate identity.  If it is as crisp and consistent as it can be, then you know they have the funds, the time, the team and the time to invest on their own.

If changes, however, lessen the value of the company or look like patches on a quilt, then you know there’s something quite fishy going on.

Arbitrary?  Subjective?  Could be.  But bear in mind that this is a business that is based on perception.

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This was a year of changes.  Many companies transformed their corporate identities in favor of simplicity and a friendlier approach.  The fluctuation of economy left the consumers in some kind of a void and there was nothing to cling to.  That’s why companies decided to find kinder ways to get their message through.

One might wonder:  maybe it’s time to make some sacrifices and take that old corporate image you’ve spent so much time, money and effort to constitute and throw it into the trashcan.  It’s never an easy choice and it’s not suitable for everyone out there.  Then, when or why or how to do it?

Here are 5 signs it’s time to change your corporate identity.  The sooner, the better.

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A Corporate Identity defines the look, feel and language used by a company, inside and out.  It works kind of like a personality that transmits a certain emotion or vibe to people (customers, employees…).  People tend to use the terms “corporate image” and “corporate identity” indistinctively.  There is a subtle difference know.

It is a matter of perception. Read the rest of this entry »

Is your corporate identity looking paler to you?

Look, I’m no one to spread rumors and I don’t want to scare you but… is your corporate identity acting weird lately?

You know… making no sense, making disturbing impressions of other corporate identities, looking either awfully pale or maybe in an odd scheme of colors that don’t feel natural?

You know… like it’s there with you but its mind is somewhere else?

Look, I’m no one to scare you or to tell you how to manage your corporate identity but I think…

… your corporate identity is experiencing a massive blood loss that reflects on a lack of consistency!  Beware of the blood-suckers! (yes… back to my October mood…)

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“There’s no emotion. None. Just the pretense of it. The words, the gesture, the tone of voice, everything else is the same, but not the feeling.”

(Attack of the Body Snatchers)

Corporate Identity Designs: beware!  There is an impending menace and no one is safe.  Lock your doors, close your windows and be afraid.  Be very afraid… really, like, totally afraid.  No, I’m not kidding!  Once you know the truth, you will be looking behind your shoulder every two steps.  You think I’m crazy?  You think this is a drill?

… boy, you’re diving head-first into the core of fear:  losing one’s identity. Read the rest of this entry »

The corporate identity design of a company leaks slowly to popular culture and enriches life with new words and icons.  When Forrest Gump said “…he got me invested in some kinda fruit company”, we knew it was NOT a fruit company and got the pun immediatly.  Images, colors and words that were designed to embrace some values become part of the collective unconscious and address different meanings that are exploited by marketeers all over the world on their campaigns.

Some of these contents outlive the companies that created them.

The use and construction of these outlines is carefully created to build up a mega-symbol that’s made out of all these notions, phisical stimuli and messages.  Many companies invest a pretty penny on building this self-sustaining publicity engines.  How do they do it? Read the rest of this entry »

Is the corporate image of the biggest brands the result of good luck and chance or a well-planned design?  Could be, but it’s opportune to consider a few things:  Marketing is not an exact science.  Its tools come from different disciplines such as psychology, publicity, media production and journalism.

The mindset of the average person changes constantly and it is conditioned to sociopolitical issues and cultural consumptions.  So why on Earth do companies invest loads and loads of money in the building of an image?  Isn’t it just like gambling sometimes? Read the rest of this entry »

A logo must be simple to aid in functionality. This doesn’t mean that simple professional logo designs are missing pieces or parts on their works of art, just that an easy to digest composition can become the most important marketing piece of a company, representing the brand wherever it goes. That is the idea, a logo that everyone can understand and remember a brand for, also a graphic composition that enhances the company´s virtues on the market segment the company wants to direct its efforts. A professional logo design has to say a lot with very few.

Simple compositions have worked for logo designs as elements people remember straightforwardly. They also need to be attractive and generate recognition. Impact the audience that is intended to persuade, leave a message on people´s minds that the element they just saw is a unique piece representing a company´s image. Read the rest of this entry »

Ever wonder how companies choose their color selection to go along with their corporate image and professional logo design? Choosing your color pallet for commercial purposes is strongly linked to your company’s model of business. Depending on what you offer, choose which colors will be more appropriate to accompany your business identity and logo composition.

Make sure you have an identity established for your company. If not start creating one, establish a corporate statement with your business objectives. This way you have a broader idea of where your company is heading, making the color selection process more accurate towards your business model. Read the rest of this entry »