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© 2000 – All Rights Reserved © 2000 – All Rights Reserved - Page - Page 1 Corporate Identity Corporate Identity Phase 1 Phase 1 One & Two Color One & Two Color Stationery Stationery

© 2000 – All Rights Reserved - Page 1 Corporate Identity Phase 1 One & Two Color Stationery

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Page 1: © 2000 – All Rights Reserved - Page 1 Corporate Identity Phase 1 One & Two Color Stationery

© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 11© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 11

Corporate IdentityCorporate Identity

Phase 1Phase 1

One & Two Color StationeryOne & Two Color Stationery

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Project Phase 1Project Phase 1• Creating a Corporate Identity• Logo Design

– line art version (black on white)– two-color version

• Layout and Composition– business card– #10 envelope– letterhead

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Corporate IdentityCorporate IdentityUsing ColorUsing Color

• yellow cardboard packaging• red & white beverage can• brown delivery van• “Big Blue”• “Yellow Pages”• men’s fashion in primary colors• women’s fashion in black & white

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Corporate IdentityCorporate IdentityUsing TaglinesUsing Taglines

• “Have it Your Way”• “The Real Thing”• “It’s the One that Bites!”• “His Master’s Voice”• “You Deserve a Break Today”• “We Bring Good Things to Life”

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Creating aCreating aCorporate IdentityCorporate Identity• Design a Logo• Pick Colors

– PMS– Pantone Matching

System

• Pick Type Fonts• Establish Layout

Rules• Create Graphic

“Collaterals”

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Logo DesignLogo Design

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A good Logo should...A good Logo should...• Be symbolic of the

company’s product, service, or brand recognition (or neutral)

• Be simple and memorable• Be easily reproduced in

media as varied as...– high quality print (magazines)– low quality print

(newspapers)– screen printed t-shirts– embroidered baseball caps

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Wordmarks...Wordmarks...

• Useful for shorter company or product names

• Useful for recognizable acronyms

• Useful for proper names where a person is the product

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Aspect RatiosAspect Ratios

1:1 2:1

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Why 1:1 Aspect Ratios WorkWhy 1:1 Aspect Ratios Work

• Most flexible for layout purposes

• Attractive in landscape or portrait formats

• Easily combined with wordmarks

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© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1111© 2000 – All Rights Reserved - Page © 2000 – All Rights Reserved - Page 1111

Combining EmblemsCombining Emblemswith Wordmarkswith Wordmarks

• Provides both a “shorthand” and “longhand” version of a trademark

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Symbolic or Neutral?Symbolic or Neutral?

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Your Logo AssignmentYour Logo Assignment

• Create a logo for your Corporate Identity in two versions

• Black on White 1 color

• Black or Gray plus 1 additional color

• Simple, symbolic• Aspect 1:1 or 2:1

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Screens & Crop MarksScreens & Crop Marks

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Your StationeryYour StationeryDimensionsDimensions

X Dimension(width)

Y Dimension(height)

Business Card 3-1/2” 2”

#10 Envelope 9-1/2” 4-1/8”

Letterhead 8-1/2” 11”

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Formal Layout Formal Layout • Symmetrical• Conservative• Understated• Typically used for

– accounting firms– law firms– stockbrokers, etc.

• Fonts– serif– script

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Informal LayoutInformal Layout• Asymmetrical• Contemporary• Creative• Typically used for

– arts– retail– small business

• Fonts– sans-serif– novelty