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Design & Corporate Identity

Design & Corporate Identity. Melike Demirbag Kaplan, PhD Associate Professor of Marketing. Differentiation. DIFFERENTIATION is the act of designing a set of meaningful differences to distinguish the company’s offering from competitors’ offerings.

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Design & Corporate Identity

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  1. Design & CorporateIdentity Melike Demirbag Kaplan, PhD AssociateProfessor of Marketing

  2. Differentiation • DIFFERENTIATION is the act of designing a set of meaningful differences to distinguish the company’s offering from competitors’ offerings. • - Kotler (1997)

  3. Howtodifferentiate? • The product represents a functional improvement on competing or substitute products • The retail-selling price is considered to be advantageous • The product and/or its labeling has an attractive design • The new product is properly branded, promoted and advertised • The new product is readily available to customers in the main retail shops • A number of after-sales services are provided that make the product appealing to consumers

  4. Innovation, design & brand Patents or Utility Models Industrial Designs • Innovation - improvement of a product / process • Design - development of the ornamental features of a product • Brand - for marketing the product Trademarks

  5. Patent for the fountain pen that could store ink • Utility Model for the grip and pippette for injection of ink • Industrial Design: smart design with the grip in the shape of an arrow • Trademark: provided on the product and the packaging to distinguish it from other pens Source: Japanese Patent Office

  6. Design? • Consider the aesthetic, functional, ergonomic,economic and sociopolitical dimensions of both the design object and design process.

  7. Purpose of design Make your product appealing to consumers Create a “niche” market Customize products in order to target different customers (e.g. Swatch) Develop the brand (e.g. Apple ’s « Think Different » strategy)

  8. Designandsenses • Appealtofivesenses • Visual (see) • Auditory (hear) • Olfactory (smell) • Gustatory (taste) • Tactile (touch)

  9. SensualAppeals • Allsensoryappealsareimportant • But visioncomesfirst: • 70% of ourknowledgecomesthroughseeing • Theeyesareourwindowstounderstandtheworld • Sovisualdesign is verycritical

  10. Corporateidentity • is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives. • is usually visibly manifested by way of branding

  11. Elements of corporateidentity • Corporate design (logos, uniforms, corporate colors etc.) • Corporate communication (advertising, public relations, information, etc.) • Corporate behavior (internal values, norms, etc.)

  12. Stationery and Administrative Material • Letterheads + Envelopes – Standard • Personalized • Monarch • BusinessCards (Regular & Executive) • FaxCoverSheet • MailingLabels • LargeEnvelopes • Forms - e.g., PurchaseOrders • Bills / Invoices • Checks • NotePads • VisitorBadge • Binders • PresentationSlideFormats

  13. Communications PR / IR Communications NewsRelease Press Kit Folder StockCertificate DividendCheck Annual / QuarterlyReportSignatures Institutional Ad Signatures HR Communications RecruitmentMaterialFormats / Signatures BenefitBooklet Format EmployeePublicationMastheads Recruitment ad format

  14. Others Web Internet Intranet Extranet FacilitiesSigns External Primary Signs (Monument or Bldg. Mounted) Entrance / DoorSign ExteriorDirectional InteriorDirectional

  15. Others Vehicles Cars Vans Trucks Marketing / Sales Print Ad Signature ElectronicPresentationFormats [Powerpoint etc.] Marcomm Signatures (Brochures, Direct Mail, etc.) ProductIdentification ProductLiteratureFormats / Signatures Broadcast / Video Signature

  16. Others IdentityGuidelines Graphic Standards manual, printed or Web-based ElectronicTemplates Logo Sheets and Color Chips Visual 'Voice' Brochure IdentityIntroduction LaunchBrochure Video GiftsInternal (Hats, Shirts, Ties, Pins, etc.) GiftsExternal (LuciteBlocks, Pens, etc.)

  17. Identityshould be consistent, Consistent, CONSISTENT!

  18. IEU on Googleimages…

  19. Howshould it be? A corporateidentitymanual is neededtospecifyhowtheidentityelementsareused. Standardization! Examples… http://www.djavupixel.com/design/logo/corporate-identity-design-great-examples/

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