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Just like individuals, every organisation,
company or brand has its own identity.
A distinct identity differentiates an organisation from its
competitors. It allows customers, suppliers and staff to recognise,
understand and clearly describe the organisation concerned.
The identity of any organisation is complex. It includes the
effectiveness of its services or products, the shared values
and ambitions of its employees, the corporate tone of voice
and PR profile. Naturally, its visual appearance - or visual
identity - plays a key role
.
Visual identity manifests itself in many ways. In addition
to its logo, typeface and colours, the following all contribute
to the impression created by the identity: stationery, marketing
literature, buildings signage, customer information, vehicles,
and every aspect of promotional activity from a high-profile
advertising campaign to the design of a promotional pen.
The detailed management of a visual identity is equally important
as the management of other business assets such as finance
or human resources.
Without a well thought out visual identity guideline, an organisation’s
brand perception will be at best diluted, and at worse appear
chaotic and unprofessional.
When all of the visual elements of an organisation work together
in unity, the investment in its identity is protected and
the overall image becomes one of quality and strength.
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