The Complete Graphic Designer

119

Corporate Identity

When a larger, mature company

undertakes an identity reevalu-

ation, it does so for a variety of

reasons. One may be that the

focus of the business or scope of

services offered has changed. Per-

haps the business is expanding

through acquisition. Sometimes,

when a new CEO or president

takes over, they think that change

is both inevitable and necessary.

Whatever the reason, the fi rst

question to ask must be: does the

identity need a complete make-

over or will a simple enhance-

ment or modernization suffi ce?

How much change is necessary to

revitalize a corporate identity de-

pends on several factors. Psycho-

logically, our minds are hardwired

to detect and respond to sudden

change—when something is sud-

denly new and different, we im-

mediately recognize the difference

and pay attention; conversely, slow

and incremental change is much

harder to detect. If a company

has made big changes, such as in

management or the focus of their

business, a completely revised

mark will call attention to this fact.

Sometimes, a company’s identity

becomes so static and unchanging

that it will actually fade in impor-

tance in the mind of the customer.

For this reason, companies will

periodically update their marks by

making them more dimensional or

changing the typeface.

Identity Design

Considerations

When GoTo.com’s name could no longer be

trademarked and its business model changed,

C&G Partners was hired to reposition the

company and develop a new visual identity. The

name Overture was ultimately selected to con-

vey the fact that the company makes introduc-

tions to Web content. The two concentric “O”s

not only represent the name of the company

but also resemble a target.

Design: C&G Partners

This logo for Spirit Aerosystems, a company

that manufactures components for commercial

airplanes, is suggestive of both a star and airplane.

Rich blues associated with high-altitude fl ight have

also been incorporated into the color scheme.

Design: Gardner Design

For obvious reasons, blue is a prominent color in

aviation and aerospace companies. This logo for

CitationShares, an airplane timeshare company,

incorporates a deep blue to represent the idea of

both the sky and high-altitude fl ight. Stylized jet

windows shown in perspective comprise the logo

mark and suggest the idea of a jet taking off.

Design: Hornall Anderson Design Works

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The Complete Graphic Designer

120

Choosing a Style

How a corporate identity will be used is a determining

factor for the physical look of the identity. It has been

argued that “form follows function” and nowhere is this

more true than in the area of corporate identity. The size

of the logo, the type of products or collateral it will be

placed on, and the amount of time the viewer will have

to look at and interact with it are all important things

the designer must take into account. Furthermore, it

must also appeal to and connect with the emotions and

expectations of the target customer or audience. If a

logo or identity is not relevant to the intended customer,

it will be ineffective and possibly detrimental.

Thoroughly exploring the client’s industry and any

preconceived ideas and perceptions customers may

have toward the company is helpful in determining

the type of graphics or motifs that should be used.

This initial research will set the design on track from

an early stage by establishing a visual vocabulary or

point of reference for the new design. If a company

has built a tradition through design, the designer

must determine the elements that have the most

“equity” and build on those strengths. Referencing

the old identity reinforces the customer’s perception

of an organization, and eases the transition from old

to new.

Graphic design, especially in the corporate realm, is

undertaken to solve unique business problems such

as increasing customer recognition, retention, or

sales. Corporate identity is a strategic way of solving

these needs. A designer’s ability to partner with an

organization and take a lead role in developing a new

corporate identity will cause him to become a trusted

consultant and advisor.

Sometimes the designer does not

necessarily know how an identity or

logo will be used, so it is essential

that logos are designed to work

at all sizes and for a variety of ap-

plications. In this case, the logo for

Excalibur knives has been etched

into the blade of the knife itself.

Design: Turner Duckworth

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