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“I needed a logo created within a quick time frame, and provided a simple sketch and some ideas. Within an email exchange, one day later, I was provided with three separate logos that were amazing. All three were unique, however had the idea that we were looking for. I had the final logo within 3 days. The final logo exceeded my expectations.

I would not hesitate to recommend Moonlight Designs for any project.”

- Lisa Gelb, VP, Marketing & Sales, Motor Trend Auto Shows

Corporate Identity

Function: noun

Definition: the physical characteristics that are associated with a corporation, esp. a logo, building, colors, etc.

 

A logo is the cornerstone of a company's brand. The logo should be simple, yet visually communicate the intent of the company while being designed in a way that can fit on a business card as well as a billboard.

Which came first, the logo or the brand? Both of these aspects of a company's identity must be considered together. What fonts will be standard? What colors? Is there a tag line?

Once the logo is designed and the brand established, the company should adhere tightly to these parameters to establish a solid brand. As the owner of the company you may want to change things up a bit because you have seen the same colors and fonts so many times, however, this repetition is what builds your image in your client's mind. You have seen every piece of collateral that has been published. Your client very likely has not. As the client sees your corporate identity they start to recognize the brand and will then begin to trust the brand.

In addition to visually branding a company, the company should have a standard set of practices that also define the brand. Do the employees wear uniforms? What are the customer service practices and are they consistent? Although the customer is number one, what if you own a liquor store and the customer is drunk? What if you own a fancy eatery where the wait staff is expected to be a bit aloof?

The questions above are meant to help you to establish your corporate identity.