How Confident Are You About Your Brand's Corporate Identity?
Update date: Jan 24, 2022
Hello Everyone!
Since this is my first post here, I guess I should introduce myself; My name is İdil. I'm a graphic designer at Monomotion Studio. I am busy with a lot of visual content that comes to our studio, from social media posts to animation storyboards, from character design to logos. Naturally, after the briefs are filtered by the project managers, they are first in my hands as they enter the creation process, because, as you know, being a graphic designer means concretizing and expressing the information in the air. Sometimes I work with very strong, sometimes very classic, and sometimes very fun brands. Of course, the first thing I look at before writing something down is the identity of the brand. What I mean by identity is not just the corporate identity guide; Social media language also includes very general items such as hierarchy, vision and mission on the website. In this process, if the brand knows what it wants, where it comes from, and what path it is on, it already shows this on every platform. That's why working with brands that know themselves is so fast. Colours, language, attitude… Everything flows like water.
I would like to explain the flow of the work a little to you because I know you will ask: "Ms. İdil, what does this have to do with brand identity?", it has a lot to do with it! First, as I mentioned before, a brand that knows itself knows very well what it wants because it already knows itself. Isn't it just like human personality and relationships? Following this, the brand that knows itself and knows what it wants comes to me with a very solid corporate identity guide, which shortens the work critically. Examples on this subject can go on forever. For example, when I ask the brand which font do they use, 2 hours pass until I get an answer from them. In fact, a post could have already been finished in these two hours. In fact, both the designer and the brand want the same thing; minimum number of revisions. This is why the corporate identity guide is so important. Finally, one of the issues where a strong and well-established corporate identity is important is related to the target audience. You know, there are some brands, you can even distinguish a specific shade of a color and that brand comes to your mind when you see it. I think this is a great success. This not only encourages the target audience to consume, but also means that the brand is recognized by them, has a place in their minds, and perhaps has memories. It's actually quite a success, isn't it? This is actually the reason why we call the handkerchief "selpak", the abrasive detergent "cif", and the glass baking dish "borcam". These brands have now entered our language as words, aren't they incredibly powerful?
That's how important it is to create a strong corporate identity. Well, if you ask me what a strong corporate identity should be like, of course, I have a few ideas as a designer. First of all, I think originality is very important. A stance that stands out from other brands and penetrates people's minds will stand out above all else. The importance of originality is generally followed by contextual consistency. So, what is contextual consistency? In fact, it is the coincidence of the product sold, the service provided and the action taken with the identity. Generally, institutions that we expect to be trustworthy are always dark blue, and food-related brands are red, you see. That's exactly why. Thirdly, adopting the corporate identity is actually a condition that makes it strong. Although it may seem like a paradox, it is not. If a brand does not adopt that identity, does not allow it to be implemented and does not recognize it, then we understand how important the consensus and chemistry between the designer and the brand is. Choosing the right designer is as important as knowing the brand well. The work done by each designer is different and the relationship between the brand and the designer should be close. As a result, the brand will not be able to warm up to the identity designed for it and will not want to implement it.
This means that creating a corporate identity is almost the first condition for making a brand operational. This is so critical that it is not only in the field of graphic design; We come across page after page of articles about the importance of this in every field related to marketing, advertising and communication. During the establishment phase of the brand before the design, the brand should know itself well, foresee what it will do and build a vision. Only after these stages are completed, the designer who can best reflect this vision should be contacted and collaborated with. During the design process, when an unpleasant situation occurs, it must be conveyed to the designer and the reasons must be explained. Well, of course the identity card was not designed in vain, right? It should be practiced with pleasure!
İdil Öziş
If you are in the process of establishing your brand or are not sure about your identity, how about we plan it together?
Our Sample Works Where We Developed Your Brand's Corporate Identity
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