Corporate identity is a trademark of a
company, the logo defines the personality of a corporation, the influence of
its design, the effectiveness of the design, and it is the corporation’s
identity. Well-known brands are
immediately identified by millions of individuals, because of their logo, for example fast food related
restaurants; MacDonald’s is instantly recognized because of its logo, even if
the individual has never been in that restaurant, Microsoft is instantly known
by many electronic users.
Corporate identity originally initiated in
the medieval times, craft guild were using them in order to have their own area
of jurisdiction, in order to know the placement of each item, whether it is a
trustworthy product or not.
The crafting guilds had evolved to
corporations or companies, which use the same technique, as mentioned above,
one would know the product is trustworthy, or not by recognizing the company by
the logo which the product is normally branded with. The industrial revolution brought plenty of
new companies and numerous of new identities were developed.
Eventually in the 1950’s corporations
noticed how important having an identity was to interact with the target
audience, maintaining a good reputation with the audience having something that
would be visually appealing would boost their company’s notoriety.
Overall corporate identity aids the company
providing it with recognisability, it symbolises the company or organization
this helps the image of the company, it helps leave the structure of the
company, basically it helps keep the company alive.
Modern brands:
Apple for instance had a dramatic change in
there logo design, the initial logo for apple was perceived to be complex and
hard to view so the designers worked on the logo, and added a bite to represent
the persuasion to the brand in order to represent people buying the product.
The rainbow coloured apple is to refer to the story of Adam and Even in which
the apple is signified as the fruit of knowledge, the current logo is a metallic
silver sheen that is very visual appealing on any of the products.
MTV’s was originally an experiment to see
how flexible they could make the letters ‘MTV’ into a constructive, innovative
and flexible design.
Reference:
Tony Chen 2010, The Evolution of Corporate
Identity Design [online] available at:http://www.looks.gd/design/the-evolution-of-corporate-identity-design,
[accessed 13th of December 2013]
De Nora 2009, Corporate Identity [online],
available at: http://www.denora.com/News/CorporateIdentity.aspx,
[accessed 13th of December 2013]
AEG 2011, The father of industrial design [online]
,available at: http://www.aeg.com/en/About-AEG/History/,
[accessed 13th December 2013]
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