In the increasingly competitive commercial world it is important that individual companies, associations etc. establish a clear and memorable visual identity to distinguish themselves from competitors and to enhance their selling capabilities. This is known as corporate identity, and depending on the particular company, would cover all forms of publicity material.
The graphic designer is concerned with the design and presentation of the product or service from the point of view of its image, packaging, display, stationery, brochures, ads, posters etc.
In creating a corporate identity the graphic designer is involved with certain factors:
An innovative idea that clearly communicates the activity of the organisation.
Tone of voice:
What market does the company aim to speak to? Does the media/style/ language etc. reflect this?
Choice of typeface, relative sizes, spacing, layout style.
Style and choice of all visual matter, illustrative, photographic, 3D etc.
Choice and use of colour.
Appropriate and inventive selection and use of both print-based and digital media.
Design a corporate identity for a group of young edgy graphic designers. They want their image to be young and innovative.