Analysis of corporate identity design elements on practical examples

Corporations do have special design needs based on their behaviors. They communicate their mission, objectives, needs, and product information — with users, customers, or members; with suppliers, distributors, service providers; with the surrounding community and the media; with financial institutions and other corporations, and with the state.

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I like to analyze corporate elements that I see on the web, but also all kind of designs that pops up in front of my eyes. I am doing it almost every day. How can I not to, design is all around us. Even if someone is not very interested in design in general, all of us usually notice and have opinion on things that we see around us. Sometimes we like what we see, sometimes we don’t. But did you ever wonder why the designers do certain things? What is the hidden message behind it? If there is some hidden symbolism there? At the IT Academy I had a course, Theory of design, where they taught us about the principles of design, then we learned how to analyze the work of others. Most of the Design academies encourage their students to evaluate other designers’ ideas, arguments and point of views. Professors believes that the analyzing work of others process helps the students to become autonomous thinkers and to determine their own arguments and point of views in general.

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Therefore I decided to make a series of articles regarding the corporate design elements on practical examples. I will share examples from companies that triggered my attention with their design and their presentation. For each of them I will analyze different elements of corporate design. The same way that all of us as individuals have our own style, manner of speaking,  gestures, ability to emphasize the image with appropriate clothing, hair or perfume, etc. the companies also have their own corporate identity or style.

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The most important key elements of corporate identity are:

  1. Purpose and positioning
  2. Good market research, helps to determine who your main customer personas are. It can help you to find out what kind of a personality your brand should have to be appealing to customers.
  3. Likable brand personality.  “If your brand were a person, what would he/she be like?”
  4. Memorable logo
  5. Attractive color palette
  6. Professional typography
  7.  Supporting graphics, icons, and photographs

The photos in the article is one nice example of simple but successful corporate identity design. It is designed by two designers, Rodrigo Aguadé and Manuel Astorga. Nice vintage shop window, inspired typography and a banana leaf pattern originally designed for the Beverly Hills Hotel in Los Angeles, California, where designers created a fresh American style for Spanish Basque Country burger haven, named: Holly Burgers.

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