Corporations both large and small ignore corporate identity at their peril.
Every time a potential customer experiences your logo or corporate ID, it’s an advertisement for your company.
If they see a well researched, targeted, logical design that fits the market, they will walk away with the right impression and hopefully be a future customer.
If they see a un-researched, aimless, irrelevant design that says nothing to them or worse says a negative statement to them, they will walk away with an impression of your company that only your competitors will love.
It’s surprising to find then that I have come across numerous occasions in my working life where Managing, Fianance and Operations Directors dismiss corporate image, branding and logo design as something that is ‘too upmarket’, ‘too clever’ for their company.
I’ve had to argue, sometimes without success that a company needs to standardise on a logo, colour scheme and more broadly, a mission statement or marketing plan of any kind.
It’s something that to this day is seen as only the ‘big’ companies need to worry about, despite the fact that it has been proven time and time again that it works for companies of all sizes.