grp224 Reading Reflection Week 2

Reading Week 2 (Logo)

- a logo is a combination of a graphical element and it’s logotype ( typeface)
- should cause immediate recognition by the viewer
- is only one aspect of a brand or company
- iconic symbol

Aspects of a logo:
- logotype: text or abbreviated text
- icon: symbol/ brandmark
- Slogan?: description of the company

Effectiveness of a logo:
- should be unique
- functional and be the ability to be used in many different contents
- effective even under different sizing
- work in b/w, full colour, spot colour, halftone
- design principles
- one of the more important: represents the company

When designing:
- don’t go over the top
- use fewer colours
- avoid gradients
- alternatives in varying contexts

Reading Week 2 (Corporate identity)

- corporate identity: ‘persona’ of a corporation in accordance with it’s business objectives, usually by the use of branding and trademarks, generally amounting to a logo

Composed of 3 parts:
- Corporate design
- Corporate communication
- Corporate behaviour

Corporate visual identity consists of:
- provides an organization with visibility and recognisability
- symbolises an organization for external stakeholders, hence contributing to it’s image and reputation
- expresses the structure of an organization to it’s external stakeholders
- internal function of corporate visual identity, employees identification with the organization as a whole and specific departments