the appearance of the logo, and this is all just the beginning. The fact that today each of us associates the Coca-Cola inscription with its characteristically written name and red color, or the Play brand with the purple color and a white-violet bubble is due to a well-prepared visual identification system and image campaigns. Of course, there is also the media campaign and years of existence on the market. But everyone started somewhere.
The visual identification system, i.e. corporate identity, consists of coherent, well-selected elements that allow the company to be distinguished from other competitive enterprises. Corparate Identity can be divided into two parts: the first is made up of visual elements, the second, which is often forgotten, is built by customer service standards, the melody on the phone, the form of e-mail signatures and even the smell.
The basic visual elements of the system include:
- Company symbol, i.e. logo, trademark;
- Company colors – they will give coherence to the entire system;
- Decorative colors used to decorate an office or shop;
- Decorative typography also used in interior or exterior advertising media;
- Company forms (company stationery), i.e. business cards, letterhead, envelopes;
- Identification of employees (identifiers, attire);
- Stamps;
- Advertising materials;
- Cars, and most often the way they are painted or covered;
- Internal and external decoration of buildings (furniture, arrangement of equipment);
- Visual information (signs, information boards)
- Flags;
- Packaging;
- Trade fair stands
And other custom elements that can help you remember your company.
The first visual identification system was introduced by the German company AEG. Their system included trademarks, products, packaging, buildings, office equipment and promotional materials. In Poland, LOT airlines were the pioneers in introducing a unified visual system. Despite being refreshed, this system is still based on a uniform color scheme (a combination of blue and white). The colors and the trademark appear not only on business cards and leaflets, but also on airplanes, airline tickets and on the uniforms of pilots and stewardesses.
It’s worth remembering when building your system
