A Logo That Is Impossible to Forget: Why Organizations Need a Corporate Identity

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When Sberbank is mentioned, a green check mark in a circle appears before your eyes, and if you hear about Russian Post, you immediately recall white letters on a blue background. These images pop up in your head because of the corporate style of the organizations.

Corporate identity is the visual part: logo and font, corporate colors and characters that are part of the organization’s identity.

What functions does corporate identity perform?
Increases recognition
The selected colors, font, and logo help to activate associations with a certain product in customers and be better remembered. For example, a person can quickly find a favorite product by recognizable packaging in a store.

Helps to become noticeable among competitors
For example, designer Alexander creates stylish notebooks and posts them on his social media page. But if he wants to scale up his business and start selling goods on a marketplace, he will need a corporate style to stand out from the crowd of competitors.

Strengthens trust in products/services
If a company has a good image, then social media marketing service some elements of its corporate style will be read as a sign of quality. For example, when choosing equipment of a well-known and unknown brand, a person will most likely buy a product of the brand that he has already heard something about.


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Let's take a look at the main elements of corporate identity
A logo is an inscription, graphic element or text with an image that clearly shows the main idea of ​​the organization. The main requirements are that it should be memorable and timeless, different from others and meet market conditions.


Corporate colors demonstrate the main values ​​of the organization, help to stand out in the market and attract new clients. When choosing the colors of the organization, you should understand what values ​​will be transmitted and what colors are associated with them. There are no generally accepted rules that yellow is the sun, and green is grass. But there are different stereotypes, for example, black is considered mourning. In order not to make a mistake, it is better to conduct a survey of the target audience and find out how they perceive different colors. Then, based on the results, choose the appropriate ones.
Font is any text that an organization publishes on its website or advertising banners. Font shows the emotional part of the brand that customers perceive intuitively.