Top Three Tips for Creating the Perfect Business Identity

Whether you are creating a brand new business identity or revamping an old one, you want an image that depicts who your company is and what it does, draws attention to it, and that creates instant recognition. To do that, your business identity—including your logo, font and color choices—must be consistent. If one piece does not coordinate well with the others, however, you have a problem. Also, the quality of the final product is critical. If your brochure uses good quality printing, then your media kit and all of its components should, too.

To ensure that your business identity is attractive, consistent and functional, follow these expert tips:

1. Corporate logo design—longevity, appropriateness and versatility. Ideally, your company’s logo will last for years. To stand the test of time, your logo should express the right meaning to your target audience. In other words, the design and message should be appropriate to your target market. What will appeal to Generation X or Y in terms of style, for example, might be completely different than what appeals to baby boomers. In addition, your corporate logo design should be usable in all kinds of print and online media. It should look as good when reproduced in a small size, such as business cards and web graphics, as it does when reproduced in a large format, like a trade show booth.
   
   
2. Font and color—consistency. When presenting your company’s marketing materials, font choice and color should be consistent across all print and online items. Choose two or three fonts as well as a palette of complementary colors for use in all corporate literature including printed brochures, online brochures, catalogs, letterhead packages, web pages and banners, annual reports, etc. Because not all fonts and colors present equally well in printed and online materials, work with your graphic design firm to be sure your corporate logo design will translate well across the board. In terms of font and color, the smallest of details can make the biggest difference so pay attention to the little things.
   
   
3. Marketing materials—complementary, not competitive. As your graphic design firm creates your business identity, you'll want all of your marketing materials to complement, not compete with, each other. To do this, you should use your logo and fonts in a very consistent manner, and use the same message throughout. Different marketing pieces may be created with different colors; as long as the colors complement each other, this is fine. If one piece stands out among the others, however, you have a problem. Also, the quality of the final product is critical. If your media kit is high gloss, then your brochure(s) should be, too.

By following these simple principles, you will help your graphic designer to create the perfect identity for your business—one that you can be proud of and one that will serve your company well for many years.

A Business Identity that Attracts Prospects Pays for Itself
Over and Over Again
Not sure how to pull all of these design elements together to create your company’s perfect identity? Contact Avalon Project Partners today for a complimentary assessment of your graphic design and marketing material needs.