Unfortunately, no matter where you look, there's an abundance of communication vehicles suffering from poor design. You'll see billboard signs that are too small to read from even a short distance, newspaper ads with muddied photos, and Web page images so large and out of scale that navigation nightmares seem inevitable.
But amateur designers aren't the only ones guilty of miscommunication. Seasoned professionals are also part of the problem. Overdesigned annual reports and brochures can distract the reader so much that important points in the copy are lost or seem to be secondary to the visual aspects of the piece.
Corporate identification development involves logos, tag lines, typeface choices, and other subtle communication elements. A focus on identity can build brand awareness for a firm and differentiate its business to key audiences. If done well - think of names like BMW, The Gap, AOL, AT&T, and Nike - identification will play an important role in supporting business growth and future success.
Whether you're working with a freelance designer, supervising in-house graphic artists and art directors, or functioning as one yourself, the following guidelines can help you along the way:
- Watch for red flags. The design should reflect your firm's personality, not the designer's. If you're hiring someone from outside, make sure they ask a lot of questions about your business early on. Original ideas and creativity should be developed after the information-gathering phase. If new hires aren't learning as much about you as they can, beware of how appropriate the final product will be.
- Know your audience. Brand identity development is for prospects, customers, employees, vendors, affiliates, partners, and everyone else who's part of your business today and tomorrow. Throughout the entire process, don't forget about any of them. And don't be swayed by internal politics, personal views, and less-than-objective involvement by others within your firm.
- Don't be afraid to change. Have you seen the McDonald's logo lately? Take a closer look at the fast-food giant's current ads and store signage. After opening 20,000 restaurants in 100 countries and selling burgers for more than 50 years, the Golden Arches logo now sports a smile. There's always a time and a place for change.
- Think 'big picture' about small detail. Whether you're embarking on a corporate identification program, a brand identity initiative, or logo development (for a firm, a division, or a product), the visual image you create must pass the ' big picture' test. Always assume that what you create will appear in a variety of communication vehicles. Never approve the 'look' until you've seen it reproduced in every possible environment.
- Here's a case in point. A real estate firm created a new logo that used a metallic ink as its signature color. The look received rave reviews when the business card and letterhead were initially proposed. Only after fully committing themselves to the new design did the firm learn that none of the 20 publications in which they regularly advertise uses that particular ink; instead, they substitute various other 'similar' colors. Not only did the firm lose consistency in their branding, but the metallic ink increased their letterhead costs considerably.
- Use a competitive analysis to gain a competitive advantage. Do your research. Find out who your competition is. Learn what they look like and how they market their products and services. Learn from their mistakes. Then create a unique and compelling look and image for your business based on who you are and what you do. Keep true to what makes you unique.
- Own your corporate look before someone takes it. Make it a priority to trademark or copyright what is yours, now. Take the necessary steps to make sure you're protected.
Illustrator Katherine Walter, doing business since 1978 as Pearl Beach, used a small shell and pearl logo on her business cards, ads, and promotional postcards. In 1998, Mattel, Inc. used the name Pearl Beach Barbie for its 'pool and beach' Barbie. Walter brought a suit against the toy maker, yet despite the similarity of name and 'sandy print with large seashell' logo, a court ruled for Mattel because Walter hadn't trademarked her business name.
Pepperidge Farm, which has made gold-colored fish-shaped cheese crackers since 1962, sued Nabisco over trademark dilution and won. Apple Computer wasted no time in filing a lawsuit when personal computer manufacturer EMachines introduced the eOne computer with an iMac-inspired design. Ringling Brothers Circus' trademarked slogan 'The Greatest Show on Earth' was protected and won a court decision when the Utah Division of Travel used the tag line 'Greatest Show' to promote tourism.
- Support your sales force. Salespeople talk about benefits and confidently outline what's different about their firm's services and products. They're on the road promoting a unique selling proposition, reinforcing a 'we're the only one' statement to customers and prospects. Be sure your corporate identification and accompanying materials and messages are consistently doing the same.
Use design to brand your business with your audience's needs in mind. Stay original, dare to be different, and don't lose your focus on who you are and what business you're in.