Corporate identity

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    Английский
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  • Опубликовано:
    2015-03-23
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Corporate identity

The Ministry of Education and Science of the Russian FederationRussian University of Economicsof Foreign Languages №1









PAPER

“Corporate identity”

Performed byAnnaFaculty1408byDina



2015

Contents


Contents

. History of corporate identity

.1 Past of corporate identity

.2 Corporate identity today and in the future

. What is corporate identity?

.1 The elements of corporate identity

.2 The examples of a strong corporate identity and new trends

 

Introduction

identity is one of those vaguely defined, hodge-podge ideas that grows in scope as more consultants from different disciplines try to mark out their own piece of the market.a designer's viewpoint, "identity" is all the ways people identify the company visually: how it looks to the world. A common misconception, particularly among owners of small businesses, is that it's just the logo, but of course it's a lot more.can develop an "identity program" for an entire company, a particular product line, or even a single advertising campaign. All of these are "corporate identity."simplest sort of identity program would be a logo (if they don't have one already), signage and stationery designs. At a minimum this includes an exact color palette, typefaces for correspondence and advertising, paper type and color.on the size of the company and the budget, a basic identity program should include a style guide that lays out exact uses for the logo (absolutely essential if it's a trademark), what variations, if any, are allowed or required (there may be one version for small sizes, one for larger, for example), and examples of prohibited uses. It must say exactly how the logo will be reproduced in print, on the web and in video, how big it must be in relation to context, required white space around it and very exactly defined colors.the company has a slogan or tag line that appears in conjunction with the logo, the style guide must specify its position and size in relation to the logo itself and a clear statement of when it should and should not be used. This would be the minimum, and is for use not only in-house but for media people who may want to show the logo in connection with an article. It should have specifications for corporate communications -- letters, invoices, etc. -- that specifies margins, line spacing, typeface, address placement, greeting line, etc.collateral is defined in the style guide as part of any identity program. The style and quality of photography, overall style, use and style of line art or illustration, typefaces, color palette, paper stock for print and so on are part of corporate identity (especially in connection with a single ad campaign). These specs would include the web, interactive and mobile presentation, TV and video where applicable.you work with a client that already has an identity program, be sure to get a copy and study it. Stay within the guidelines if you want to turn them into a steady client and avoid expensive problems.the 21st century, if the vision for a brand is not centered in a rich emotional connection with customers, and the corporate identity not well-defined, then the brand may be visible, but it will lack personality. And a brand without personality is a brand without a soul. And although a corporate identity is a small component of the overall brand expression, it remains the first connection made with the consumer’s mind.

1. History of corporate identity

 

.1 Past of corporate identity

corporate identity logo trend

The origin of logos and corporate identity could be traced to early examples of pictograms. According to WIkipedia "pictogram or pictograph is a symbol representing a concept, object, activity, place or event by illustration."historians believe that the use of pictograms originated in Mesopotamia around 9000 BC. Simple pictures were used for labeling farm produce and eventually the use has spread to labeling manufacturing goods.is believed that the Roman alphabet has its origins in pictograms, for example "the letter A represented the head of an ox, and if it is turned upside down, a bovine head with horns can be seen." WIkipediaword logogram or logo originated in the early 19th century. In Greek language "logo" means "word" (Oxford Dictionary) The early example of logos consisted of a single letters and later 2 letters interweaving together, as seen on old Greek and Roman coins for example a sacred monogram formed by letters XRSTOS which means Christ. The first two letters were connected together on the early coins. Logomagic website states «In the thirteenth century, logo design evolved from simple ciphers to trademarks for traders and merchants. These early examples of logo design include masons marks, goldsmith's marks, paper maker's watermarks and watermarks for the nobility." Also the printers and publishers would often have their own trademarks printed on products.brand icons and logotypes were often appearing in Medieval paintings and Renaissance period and played an important role in the largely illiterate society. The logos were used extensively to distinguish products and manufacturers. Artists especially used their logo in the work as a means of building reputation and getting employed. Logo of Albrecht D'rer is a good example. He was an artist, printmaker and theorist from 16th century Germany. Modern contemporary art has been much more influenced by popular culture, which is depicted in art movement of the 1950's Pop Art. Andy Warhol painted popular brand names like Coca-Cola, Campbell's Tomato Soup and other day to day products. He favoured American culture and consumerism in which brands play a key role. He explains "What's great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest." He takes Coca-Cola as an example "You can be watching TV and see Coca Cola, and you know that the President drinks Coca Cola, Liz Taylor drinks Coca Cola, and just think, you can drink Coca Cola, too. A coke is a coke and no amount of money can get you a better coke than the one the bum on the corner is drinking. All the cokes are the same and all the cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it."symbolism elements were widely used in heraldry, which encompassed designing, displaying, describing, and recording coats of arms and badges.
The repeating themes of the symbols have been around in 15th century heraldry. According to encyclopedia "The German Hyghalmen Roll was made in the late fifteenth century and illustrates the German practice of repeating themes from the arms in the crest" (Wikipedia). The German Hyghalmen Roll often represents a collections of coats of arms relating to specific events or stories.

Another early example of logos are the symbols of merchants or also known as merchant's mark. Originated as early as 3rd millennium and were discovered in the Indus Valley in Pakistan they are impressions on coins, silk and other materials. (Wikipedia<#"815416.files/image001.jpg">  

Appendix 2

logo of the Olympic games


Appendix 3

logo of Cingular


Appendix 4

new corporate identity of the Moscow Zoo



Appendix 5




Appendix 6

identity for travel agency "Stranoteka"


 

Glossary


.        Brochure (брошюра) - a small, thin book or magazine that usually has many pictures and information about a product, a place, etc.

.        Letterhead (печатный бланк) - the name and address of an organization (such as a company) that is printed at the top of a piece of paper used for writing official letters; also : paper that has the name and address of an organization printed at the top.

.        Brand book (каталог бренда или брендбук) - An overview document, describing the brand position, it’s history, how it was created and, briefly, it’s use. This document tends to be utilized as a source document for internal staff. It’s designed to help them understand the brand, and generally to understand how to use brand elements.

.        Folder (папка) - a folded cover or large envelope for holding documents or a collection of files or documents that are stored together on a computer.

.        Typeface (шрифт) - In typography, a typeface (also known as font family) is a set of one or more fonts each composed of glyphs that share common design features.

.        Template (шаблон) - a shaped piece of metal, wood, card, plastic, or other material used as a pattern for processes such as painting, cutting out, shaping, or drilling.

.        Leaflet (листовка) - a printed sheet of paper, sometimes folded, containing information or advertising and usually distributed free.

.        Expertise (компетенция, особые знания, экспертиза) - expert skill or knowledge in a particular field.

.        Header (заголовок) - a word, phrase, etc., that is placed at the beginning of a document, passage, etc., or at the top of a page.

.        Trademark (товарный знак) - a symbol, word, or words legally registered or established by use as representing a company or product.

.        Sponsor (спонсор) - a person or organization that provides funds for a project or activity carried out by another, in particular.

.        Mascot (талисман) - a person or thing that is supposed to bring good luck or that is used to symbolize a particular event or organization.

.        Value (значение, ценность) - the regard that something is held to deserve; the importance, worth, or usefulness of something.

.        Tagline (слоган) - a memorable phrase or sentence that is closely associated with a particular person, product, movie, etc.

.        Relevant (уместный, релевантный) - closely connected or appropriate to the matter at hand.

.        Envelope (конверт) - a flat paper container with a sealable flap, used to enclose a letter or document.

.        Redundant (избыточный) - not or no longer needed or useful; superfluous.

.        Uniqueness (уникальность) - verification that a message has not already been processed at an earlier time.

.        Transparency (прозрачность) - the condition of being transparent

Literature


1.      Creativity. Freedom. Life http://www.adme.ru/

.        British Graphics Network http://www.britishgraphics.co.uk/

.        Harvard Business Review hbr.org

.        Oxford Dictionary definition for word "logo"

.        Wikipedia http://en.wikipedia.org/wiki/Merchant’s_Mark

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