WHAT IS CORPORATE IDENTITY?
The concept that represents the behavior, stance and image of any business, institution or organization, both inside and outside the company, which makes it clear who it is, is the identity of the company. The needs and expectations of businesses are important in the corporate identity process. We determine how the business wants to look and create a suitable corporate identity.
Corporate identity is the face of the company seen from the internal and external world. Corporate identity eliminates the identity confusion that may arise in companies. A well-designed corporate identity allows organizations to gain prestige in the eyes of customers or target audience, increasing the prestige of organizations. When catchy and effective created identities are adopted by companies, it increases the trust of companies in the eyes of customers. Companies are allowed to gain more space in the mind.
HOW TO CREATE A CORPORATE IDENTITY?
In the process of creating corporate identity, companies should pay attention to designs. We provide professional service as Design Can Gençer Company, which is an expert in its field. Corporate identity has more than one element. There are many elements of corporate identity, including products and product packaging produced by companies, exhibitions and fairs organized by companies, letterheads, envelopes and files, business cards, collection letters, certificates, signboards belonging to the company, advertising, catalogs and brochures belonging to the company.
Since corporate identity serves as the signature of organizations, once it is used, people will associate companies with the corporate identity created. Creating a corporate identity again afterwards will be a very difficult and laborious process for companies.
Corporate identity studies also have a digital aspect. Websites of organizations and different digital methods they have realized can also be evaluated in the corporate identity process.
WHAT ARE THE STAGES OF CREATING A CORPORATE IDENTITY?
1) Once organizations have decided what they want, the work to be done is determined and approved. Detailed planning should be done before the design process begins.
2) In the process of creating designs, one should act in accordance with the requirements of the time. Corporate identity elements should be in line with the expectations of the age we live in. It is aimed for the company to gain a contemporary and acceptable image.
3) After the designs are ready for presentation, approval should be given after reviewing the presentations with the company officials we work with. Presentations that receive the company's approval can start to be used.
4) Changes are made on the designs according to the requests of the company officials. The design is adapted to the wishes and expectations of the company.
5) Finally, the prepared designs are printed in all necessary areas and then disseminated. In the process of creating a corporate identity, it is important to determine the target audience and timing. Otherwise, the process will end in failure. Otherwise, there is also a possibility that the company may lose prestige.
WHY IS CORPORATE IDENTITY IMPORTANT?
1) The true identity of the brand is best reflected.
2) The brand has an image in the eyes of society and users.
3) It puts the brand ahead of the competition.
4) It helps brand employees develop a sense of belonging.
5) When corporate identity elements are created, they should be protected with a patent certificate obtained from the Turkish Patent and Trademark Office. In this way, we prevent the company's visuals from being sold or reproduced by third parties.
WHAT IS THE IMPORTANCE OF CORPORATE IDENTITY AND PATENT AND TRADEMARK REGISTRATIONS?
It reveals the difference of any business to competing companies in the sector. Many consumers prefer reliable brands when purchasing products/services. Trademark protection, i.e. trademark registration, is extremely important. Trademark registration; It is important for businesses to protect their trademark rights and to prevent copying by third parties.
Turkish Patent and Trademark Office; It draws attention as the institution that registers trademarks in Turkey. The logo, packaging and many design details among the corporate identity elements come together to form the brand. Design elements must be protected thanks to the patent certificate to be obtained from the Turkish Patent and Trademark Office. This is how the most efficiency is obtained from corporate identity studies.
WHAT DOES A CORPORATE IDENTITY STUDY CONSIST OF?
Corporate identity design is the embodiment of everything that can come to mind for the brand or institution with a visual standard by integrating with the philosophy of that brand. It is not correct to consider corporate identity work only as business card design or letterhead. It is presented with a corporate identity standards guide prepared for the brand related to corporate identity work.
Those included in corporate identity standards;
- Logo Usage and Color Standards: The section containing the logo, logotype, usage and color standards designed for the brand. Colors create a response that goes beyond language and culture. Continuity in the use of colors is an important factor in terms of adopting the brand both in the country in which it operates and in the geographies in which it trades. The logo belonging to the brand should have rgb, cmyk, pantone, hex, and black and white color versions to be used in printing and digital environments in order to save money in costly printing jobs.
Contrasting color versions of the logo should be included. In this way, the sharpness of the logo is not lost on the dark backgrounds to be used.
Logo usage standards should include examples of how the logo should be used and variations. The logo used must be functional and applicable in every field without any problems. The logo design, which is an important criterion, should have a design that expresses the face of the brand.
- Typefaces and Font Family: It is one of the elements that should be included in the corporate identity created by the brand in document designs used in internal and external correspondence and in areas where visual communication is provided. Font family; It should be simple, integrate with the brand and be readable.
The font chosen for the brand should create a fresh and light feeling, with the necessary gaps between the lines of the text, neither too close nor too far away.
There should be 1 line space between paragraphs.
- Corporate Identity Design Materials: It consists of materials used by small and medium-sized institutions consisting of content that appears as standard and can be described as low cost. Document designs vary depending on the sector in which institutions or organizations operate.
-Business card It is a functional material that complies with global size standards and helps to clearly communicate the brand's contact information. The logo is in the upper left corner; if it is a business card belonging to the personnel, the personnel information is located in the middle right section and the contact information is located in the lower section. The standard size of the business card is 85mm wide by 55mm high.
-Printed Paper: Functional material prepared for communication with the brand's contact information and logo, 21 cm wide and 29.7 cm high in global size standards.
-Continuation Paper A functional corporate communication material that creates a professional image. The difference from letterhead is that there is no contact information on the continuation paper. After the letterhead is used, the ongoing content or texts for the second or third pages are written on this paper.
-Diplomat Envelope It is a type of envelope used for internal and external correspondence within the corporate identity. Diplomat envelope types are divided into two as windowed and windowless. The logo is located in the upper left corner of the envelope and the contact information starts 1.5 cm above the lower left corner.
-Presentation File: Functional material that creates a professional image. Standard file size is 440mm wide by 310mm high. Printing can be applied on the inside and outside of the presentation file. The logo of the brand is placed on the front of the file and contact information is placed on the back. Special knife designs can be made according to the needs of the brand. Sections such as business card, CD holder and pen holder can be added on the inner side.
Official Documents Required in Corporate Identity:
-Invoice Official document created for a professional image. The logo of the brand is located at the top right of the invoice, and the contact and other information of the brand is located at the bottom. It is also designed according to the needs of the organization. Invoices that use forms continuously must be the same size as the paper used by the printers that print them..
-Shipment Waybill: Functional official document material that creates a professional image. The brand logo is on the right side of the delivery note and below the official information. Correspondence information on the left side and other official information in the center. The dispatch note consists of four headings; description, quantity, unit and packaging status. The bottom section contains the information of the receiver and the deliverer and the date.
–Collection Receipt: The general layout standards should be the same for this document design as for all Evran. The size is usually A5.
-Expense Compass: These are forms that help companies and institutions to keep official records of expenses that cannot be taxed.
-Expense Certification Form: It is one of the form designs that help to officially keep in-house expenditures. It is usually used in A5 size. The form includes the details of the expenses incurred, date, name and surname of the person who issued the document, and signature. Company information is located in the upper left section.
-Check Payroll Their designs have standardized content. It is used by institutions that want to keep check dates in writing.
-Cash: It is a type of seal that brands and institutions use to sign and approve. Stamp designs are designed in different sizes and contents according to the areas where they will be used. The name of the company, contact information and tax identification information are included in the stamp designs that brands will legally use in official documents. The logo can be used in color to ensure integrity with the corporate identity design.
