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4 Tutorials that teach Corporate Branding
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Corporate Branding

Corporate Branding

Description:

In this lesson, you will learn about corporate branding.

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Tutorial

What's Covered

This tutorial will cover corporate branding by taking a close look at the following elements:

  1. Corporate Branding
  2. Logo
  3. Corporate Identity

1. CORPORATE BRANDING

Corporate branding is a method that corporations use to produce value through brand recognition. One major aspect of that-- corporate branding-- is logo design. We're all familiar with the logos and, of course, we see them all around us.

1a. Logo

A logo is typically a graphical element that may or may not incorporate text.

In this case, the eBay logo is all text:

The Ubuntu logo, however, is just the graphic:

And this Aeon logo, is both the graphic and the text that creates the logo:


Terms to Know

  • Corporate Branding
  • Corporate branding is a method that corporations use to produce value through brand recognition.
  • Logo
  • A logo is a visual symbol of a Corporation’s name and brand.



2. CORPORATE IDENTITY

Another function of corporate branding is called corporate identity. This is the personality of a corporation and how it establishes culture and business practices among its employees.

One way that a corporation helps establish that identity is to use what's called a corporate identity manual or CIM for short. The CIM is a set of guidelines for precise reproduction of a corporation's logo, fonts or any visual design elements relating to their brand.

Again, CIM sets visual identity that employees use as a guideline to communicate the corporation's brand and this would be the first thing a designer would look at before approaching a design with the corporation. These days it's more than just a logo and some text when you're producing something to represent a company.

Corporate identity plays a huge role in how we perceive a company, a brand, and a product. Designers need to know these things to effectively build a visual design language to communicate a company's intentions, culture, and place in the consumers' lives.


Terms to Know

  • Corporate Identity
  • Corporate Identity is the personality of a corporation and how it establishes culture and business practices among its employees.
  • Corporate Identity Manual
  • Corporate Identity Manual is a set of guidelines for precise reproduction of a Corporation's logo, fonts, or any visual design elements relating to their brand.


Brainstorm 

Think of a time when you received a letter in the mail from a company. Were there colors used on the paper? Was the logo present? Perhaps there was a tagline or quote that communicates the feel and tone of the company culture.

All of these things are part of the corporate identity and identified in the CIM. Letterhead suite is an organized display of a letterhead on correspondent's material.

And likewise, identity can be achieved through advertising or storytelling. All of these things to help build and create an iconic symbol as a result of conditioning a brand over a long period of time, which means that people recognize a brand quickly and easily; it means you have achieve brand recognition.

Terms to Know

  • Iconic Symbol
  • An iconic symbol is the result of conditioning a brand over a long period of time.
  • Letterhead Suite
  • Letterhead Suite is an organized display of a letterhead on correspondence material.
  • Brand Recognition
  • Brand Recognition is a basic ability of identifying a corporation by seeing their brand.


Summary

This tutorial discussed corporate branding, which is used to promote recognition. Within the corporate branding strategy, a logo is commonly created which can be text and graphic, text only, or graphic only. Another important aspect of corporate branding is corporate identity, which includes culture the CIM, which is a set of guidelines logo, fonts, or any visual design elements relating to a company’s brand.

Good luck!

Source: This work is adapted from Sophia author Mario Hernandez.

TERMS TO KNOW
  • Corporate Branding

    Corporate branding is a method that corporations use to produce value through brand recognition.

  • Logo

    A logo is a visual symbol of a Corporation’s name and brand.

  • Iconic Symbol

    An iconic symbol is the result of conditioning a brand over a long period of time.

  • Corporate Identity

    Corporate Identity is the personality of a corporation and how it establishes culture and business practices among its employees.

  • Corporate Identity Manual

    Corporate Identity Manual is a set of guidelines for precise reproduction of a Corporation's logo, fonts, or any visual design elements relating to their brand.

  • Letterhead Suite

    Letterhead Suite is an organized display of a letterhead on correspondence material.

  • Brand Recognition 

    Brand Recognition is a basic ability of identifying a corporation by seeing their brand.