Don't take any of your marketing pieces or business collateral for granted. Once you've invested time and money in developing your corporate identity, don't throw it all away when your brochure is produced. Those pieces are where your identity is really defined. Your logo and stationery are only the beginning. Your collateral and marketing campaign is where your true image should be expressed. This is where your identity is presented with imagery and information, and how you pair them is incredibly critical.
This is why I've clearly separated Logo Design and Corporate Identity in my own website and portfolio. I want companies to start separating the two in their minds, as well. Corporate Identity is a much broader impression of your company, which is supported by every marketing piece created. Keep this in mind even with the smallest piece of collateral. A consistent message is easily remembered, and becomes familiar to your customers and clients. Eventually, you will be recognized without even seeing your name or logo. That's when your identity has achieved success! |
Dover, PA 17315
