building A corporAtedeSignid

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A Short introduction.

i AM

occupAtion : creAtiVe At idFctrY.coMeducAtion : the dutch AcAdeMY oF Art And deSign

rietVeld AcAdeMie AMSterdAM.philoSophY : eVerYthing iS A chAnce.thinkS : reAlitY iS chAoSnAïeVe belieF : eVerYbodY iS creAtiVe.MotiVAtion : let’S MAke better MiStAkeS toMorrow.

do You hAVe A deSign project You need help with? i would loVe to heAr About it. pleASe Send An eMAil: inFo@idFctrY.coM

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corporAte deSign

A corporate design is the official graphical design of the logo and name of a company or institution used on letterheads, envelopes, forms, folders, brochures, etc. the house style is created in such a way that all the elements are arranged in a distinguished design and pattern.this includes dictating what ink pantones should be used in the coloring, and what typefaces.

http://en.wikipedia.org/wiki/Corporate_design

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corporAte brAnding

corporate branding is the practice of using a name, sign, symbol, slogan or anything,in an attempt to leverage corporate brandequity to create product brand recognition.

http://en.wikipedia.org/wiki/Corporate_branding

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brAnd

A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business.

http://en.wikipedia.org/wiki/Brand

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ViSuAl identitY

who you are. And how you express that visibly.that’s your Visual identity

If you smell like a banana and you look like a banana, then ask youre self; are you a banana?

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iMAgo

how others see you.

Where did the banana go? Remember, there is always more than one perspective

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The first Apple logo featured Isaac Newton sitting under an apple tree.

“Newton...a mind forever voyaging through strange seas of thought”

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The Golden Arches in McDonalds logo represent style, significance and a strong corporate identity

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By incorporating the “Puma” in the logo, the company summarized their complete brand maening

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bASic eleMentS

A corporate design consists of a few different elements:logo,colour, typography and sometimes an additional graphical elements.

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logo

A logo is a graphic mark or emblem.logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark).Or in most cases a combination of the two.

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wordMArk

A wordmark is a distinct standardized text-only typographic representation of the name of a company, institution, or product name.

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Coca Cola, widely regarded as the most successful brand in the world, is a text only logo type.

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Ebay, the logo strongly reflects the fact that eBay is a fun place to buy and sell…

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Nivea, from the Latin word niveus/nivea/niveum (meaning snow-white).

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grAphicAl MArk / eMbleM

there are three types of graphical marks:the icon and the symbol.the icon shows what or who the organisation is and what it does.the symbol refers in an abstract sence to the organisation. In general the lines between them are diffuse.

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An iconic logo: a red letter sandwiched between two bun halves, these guys make hamburgers

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An symbolic logo: The Nike Swoosh logo represents the wing of the Greek Goddess of victory.

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An symbolic logo: a young boy looking up at a star in the sky. Representing the son of the founder.

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colour

brands often claim one or two specific colours. the consistent use of those colours is considered important to their brand recognition.

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Ikea is synonym to very, very large blue buildings with yellow accents and giant logos

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1930, The “UPS” Pullman brown, is considered neat, dignified, and professional. Never changed since.

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T-Mobile claims the rights for the use of magenta! And is sueing companies which also use magenta.

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tYpogrAphY

the consistent use of a limited amount of typefaces contributes to a greater uniformityof the organisation image.

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tYpeFAceS / FontS (1)

typefaces can be divided into two main categories: serif and sans serif.the sans serifs have a more modern character. As the serif has a more clasical feeling.depending the image a company wants, the designer picks one of them.

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tYpeFAceS / FontS (2)

both of the categories have there own set of benefits regarding usabilty. Sans serif have a beter use in screen based, short copy environments. As for the serif works beter for long copy printed works (such as newspapers and books), at least for the text body. A combination of these categories is common practice.

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Siemens (san serif ) has a modern looking appearance. UBS (serif) has a old and classic feeling to it.

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corporAte tYpeFAceS

Some companys even make their own typeface.to garantie an optimal represention of their image.

before-dtp: out of practical motives many companys picked there corporate typeface from the most commonly used ones.

Since dtp corporate typeface became more and more exotic and creative.

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A B C D E F G H I

J K L M N O P Q

R S T U V W X Y Z

a b c d e f g h i j

k l m n o p q r s t

u v w x y z

T y p e f a c e e v e r y o n e :

A special typeface was created for London 2012. It is intended to convey energy and dynamism.

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A B C D E F G H I

J K L M N O P Q

R S T U V W X Y Z

a b c d e f g h i j

k l m n o p q r s t

u v w x y z

T y p e f a c e V A G R o u n d e d :

The VAG Rounded typeface designed as a corporate typographic voice for the Volkswagen AG

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FiFth bASic eleMent

Some corporate brandings are using additional graphical elements. A so called fifth element.Mostly used in a more random way, though out the corporate design.id

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The Michelin symbol is Bibendum, introduced in 1894, one of the world’s oldest trademarks.

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Hidden Mickeys started out as inside joke. Nowday’s it is a purposefully placed item in Disney media.

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The Twtter bird is called Ollie, an iStockphoto $7 illustration that represents Twitter beter then it own logo.

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corporAte identitY StructureSthere are three corporate identity structuresa organisation can assume:- Monolithic- endorsed- branded.

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Monolithic identitY

the whole of the organisation has one identity.

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MITSUBISHIELECTRIC

MITSUBISHICORPORATION TECHNOS

MITSUBISHIESTATE

MITSUBISHIRESEARCH INSTITUTE

MITSUBISHIPAPER MILLS

MITSUBISHIRAYON AMERICA INC.

The three diamonds are found in almost every company logo of the Mitsubishi concern.

Note: The brands mentioned on this page are only a few examples of the total of brands from this concern.

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From Healthcare, Research to Consumer Lifestyle products, all activities are done under one brand

Note: The brands mentioned on this page are only a few examples of the total of brands from this concern.

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endorSed identitY

the different parts of the organisation have their own identities.but there is a visible relation to each other.

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In many brandlogos of the Nestle concern is the Nestle logo integrated with the artwork.

Note: The brands mentioned on this page are only a few examples of the total of brands from this concern.

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In this case, it is not the concern logo but the application’s logos that are totally look a like.

Note: The brands mentioned on this page are only a few examples of the total of brands from this concern.

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brAnded identitY

the different parts of the organisation have their own identities.not necessarily in relation to each other.

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The Unilever logo is mostly invisible in the marketing/brandcommunication of many their brands

Note: The brands mentioned on this page are only a few examples of the total of brands from this concern.

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There is no visual brand relation within the General Motors concern and it’s brands

Note: The brands mentioned on this page are only a few examples of the total of brands from this concern.

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liFeSpAn

the lifespan of a corporate design depends mainly on the maintenance and strict compliance of guide lines, as are laid down in the style manual.

the age of a corporate design is less important.

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Started as a realistic shell in 1900, today (since 1971) the logo is bold, colorful and much more simplistic.

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The basic logo font face is still quite similar to what it was in 1892.

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diSclAiMer

the inForMAtion in thiS docuMent iS intended For inForMAtionAl And educAtionAl purpoSeS onlY, to proVide reAderS better underStAnding About grAphic deSign And corporAte deSign.

All deSignAted trAdeMArkS And brAndS Are the propertY oF their reSpectiVe ownerS.pleASe reSpect theM.

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