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Why You Really Need A CI Design Document

Why you really need a CI design document

Post Series: Corporate Identity Design

Why does your company need to invest in a corporate identity (CI) design document? (If you are not even sure what a CI design document is, then have a look at this post. All professional brands that are serious about becoming a success should, at the very least, have a basic CI design document to guide how their brand is used across various media.

4 reasons why your brand needs a CI design document:

1. A CI design document shows professionalism

Corporate Identity design documents show you mean business. Companies who have invested in a quality logo, and are looking at using it consistently to build brand recognition, are obviously wanting to make an impact in their industry.

2. It is the starting point to create something memorable

The key to learning is repetition. A logo on its own is easily forgotten. Creating an identity allows your clients to remember you for more than just an icon mark. Adding a colour set, fonts and design elements allows you to create a variety of designs over many different applications, which are memorable and showcase your brand. You want to repeat your look and feel at each and every brand touchpoint.

3. It differentiates your brand from the competition

With so many brands to choose from, it is vital that you build something that your target audience recognises and chooses as their first choice. Unless you are wanting to be the “fong kong” knock-off of your competitor, you need to be unique. In some industries, going with something opposite and different is possible, but sometimes your logo might be quite similar to the competition in which case you can use other elements of your corporate identity to set your brand apart. Imagine your brand on a supermarket shelf next to all your competition. Do you stand out? Here are some creative ideas to help you stand out.

4. It can build your brand personality

The choices you make in your corporate identity document will guide how your brand is perceived. You can convey how serious (or fun) your brand is with just your choice of font or portray your trust with your choice of colours. (Click here for some insights into choosing brand colours). These decisions are a big deal.

So now you know why putting a corporate identity design document is an important exercise for brands to undertake. I have one piece of parting advice – corporate Identities are only successful if they are used consistently. Once you have made the investment, make sure you do use your document to guide all your marketing and brand implementations. The value is in the long-term brand recognition.

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Hayley Diamandis

Hayley is Flicker Leap's Design Artisan and heads up the Creative team.

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