The Ministry of Education
and Science of the Russian FederationRussian University of Economicsof Foreign
. 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
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.
History of corporate identity
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
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.
logo of the Olympic games
logo of Cingular
new corporate identity of the Moscow Zoo
identity for travel agency "Stranoteka"
. 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
. 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
. 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
Freedom. Life http://www.adme.ru/
Graphics Network http://www.britishgraphics.co.uk/
Business Review hbr.org
Dictionary definition for word "logo"