Creating Recognizable Company through Custom Corporate Identity
Corporate identity is a company's visual expression. It is their own image and personality, which sets them apart from competitors. Corporate identity includes everything from logos to advertising, style of dress and tone of voice; in short, it encompasses the total look and feel of a company. It takes careful planning to create an effective corporate identity that clearly communicates the firm's brand promise and values, while at the same time differentiates itself from competitors in the same field. This post will explore how companies can create a recognizable corporate identity that helps set them apart in their industry.
Most people have heard of McDonald's, but who can name the company that created their red arches logo? They're still a household name around the world. Of course, we all know what McDonald's stands for. The best known McDonald's logo is the "golden arches," which they invented in 1955. Before that, they only had the red and white colours of a hamburger, so they decided to change them to gold to advertise their new product: a burger with fries. They also registered "M" as a trademark for their new logo.
Why was the Golden Arches logo so successful? Why is "over 70 percent of the world's population subconsciously turned on by McDonald's" [9]? According to a study done in 2000, it is because their logo looks so simple, but always reminds people of home: a familiar, childhood memory. Because it looks so ordinary but has such strong meaning, the design is always recognizable.
Who else has an unforgettable brand icon: Nike or Starbucks? If you've heard of either one, you can probably guess what they're all about. Of course you know what Starbucks stands for: coffee! You can even say it with your mouth without having to write it out.
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