Attributes of identification of the enterprise and its products

It’s easier to compose ten correct sonnets than one good ad.

Aldous Huxley

Corporate identity is a set of aesthetic attributes that are present in the company's advertising products (as well as in the design of its offices, exhibition compositions, shop windows, etc.). Corporate identity is the individuality of the company, made public.

Corporate identity helps the buyer to recognize the company among others. Clients subconsciously in each segment of the market are looking for a company with some ideal way that they like, and are guided by it, and companies strive to form it!

Here are the main components of corporate identity.

Logo (from Greek. Logos - the word + typos - imprint) - a specially designed, original style of a certain image, abstract or derived from the name or activity of the enterprise. The main purpose of the logo is to ensure in the consumer’s mind the relationship of this image as part of advertising and applied to products with the image of the enterprise. A good logo is simple but not primitive; it is easy to “read” and well remembered. As marketers say, it should be "out of time", "out of fashion" and "out of competition."

Trademark and service mark.

The Law of the Russian Federation "On Trademarks, Service Marks and Appellations of Origin" of September 23, 1992 No. 3520-1 provides the following definition of trademarks and service marks:

“ A trademark and a service mark are signs that can distinguish respectively the goods and services of some legal entities and individuals from homogeneous goods and services of other legal entities and individuals.” 

A trademark is an identifier, technically similar to the logo, but not applied to the organization as a whole, but to its specific products. Often the company logo plays the role of a trademark for the main product. A trademark is registered in the name of a specific person or team.

A trademark is a trademark, plus everything that they know and think about it; everything that consumers expect from him.

Work on a trademark, logo is a very responsible task. The fate of a business sometimes depends on its correct decision. Examples are known when large international companies spent millions of dollars to change their logo. A very revealing example is Samsung, which changed the logo to give it a more international look. At the same time, not only letterheads and other documents had to be redone, but also multi-meter billboards on high-rise buildings in many cities around the world.

Corporate identity includes a number of components.

Corporate colors - the original combination of colors used in the elements of the corporate identity of the company.

Corporate fonts - a set of fonts used in corporate identity elements.

Corporate layout - the original layout layout of corporate identity elements.

Corporate block - includes the name of the company, trademark, postal and bank details, a list of goods and services, an advertising symbol of the company and the slogan.

An advertising module is a combination of text and graphic information posted in accordance with the corporate identity and size of the modular grid of an advertising publisher. It usually consists of a heading, body text, code or address part and graphic elements, including a logo.

In some cases, an advertising module may contain only a part of the listed elements. For example, sometimes you can find an advertising module containing only one logo.

A slogan is a short phrase, the motto of a company or product, usually presented in the form of text in a certain font style or in a narrative sound. For example, a well-known slogan of the company the Nokia " Connecting the People ".

Advertising symbol - a character or image speaking on behalf of the company at advertising and PR events. For example, the Cheburashka was the advertising symbol of our team at the last Olympic Games.

An audio image of a company is a musical phrase used as an identification mark of a company for the sake of o- and television spots.

A trademark or brand is a complete set of identifiers of a company or its products, including the name, graphic and other symbols, and the totality of consumer representations associated with this brand.

For popular companies and products, the concepts of "brand" and "brand" in some cases are identical. We can say that a brand is a trademark that has been introduced into the minds of consumers. Sometimes a trademark goes beyond the scope of a particular product and becomes a general concept, such as a primus or cognac.

Corporate identity carriers are all elements that contain corporate identity signs - a corporate website (Internet representation), a company seal, an envelope, a business card, letterheads of various types of documents, booklets, flyers, leaflets, a folder for distributing flyers, posters, souvenirs, packaging, etc.

A special role as a carrier of corporate identity is given to the corporate website, which we will talk about in more detail.