Corporate Identity - Identity Marks of the Great Brands like Coca Cola or Pepsi

In a blind taste test many people can't tell the difference between a Coke and a Pepsi. Put the brand name on the can and these same people exhibit strong brand preferences.

What are identity marks?
Identity marks are non-verbal form of communication. It's a visual language and most of then are understood universally.

Symbol
A symbol is a material object. Lamp is a symbol of life, Glass symbolizes break ability. A flower symbolizes happiness. Dove is the symbol of peace and Red Cross, caring for the sick.

Trade Mark
A trade mark is a symbol word or a figure used by manufacturer or merchant in order to designate his goods and distinguish them from other such goods like Bata, Coca Cola, Pepsi etc.

Logo
Logo is the most distinctive pint of eye contact that employees and customers have with an organization's visual identity symbols.

1. One or more than one letters as a single unit that stands for an organization and used in advertisements.

Brand Name
This identity marks is basically meant to distinguish a product from the competitors. Some times brand name and the trade name is same For example Godrej. Its product carry the same name as a brand name despite the fact that it's manufactures goods in different lines. On the other hand Blue Star sells refrigerators. But it has many brand names like Kelvinator, Leonard, Gem.

How to Name a Brand
* Have a name that is easy to pronounce, spell and easy to remember in the country in which it is used.
* Try to avoid new names beginning with the country name, or the words such as "general, global, International, National etc."
These words are now overused.

Visual Identity, and Elements
There are four basic components of an organization's identity:
# Its Name
# Logo
#Symbol
# Typeface
# and color scheme
In addition to these, company's stationery, uniforms, cars and trucks can all play a part in creating the identity of the organization.

Color
Color is often an after thought left to the designer's or corporate management's column. Selection of colors, is not a simple job. One must keep in mind the color psychology or color symbolism in mind. Research has shown that certain color can cause predictable emotional and psychological effects. We also learn to respond to them in certain ways for example, in all the worlds traffic signals, Red means Stop and Danger. While green

Go To Page: 1 2

Articles in this Topic    Discussions in this Topic