One of the most time-intensive, but ultimately rewarding elements of design consultancy is compiling and writing corporate identity guidelines. Its logo, fonts and colour palette (amongst other things) define the skeleton of any company’s corporate identity but the real heart of it all comes together to form the brand and to ultimately visually communicate how any professional organisation wishes to be perceived by its customers, clients and suppliers – to hopefully build trust and positive ongoing relationships, as well as knowledge, ownership and expectation of service levels.
Concentium is a small ‘boutique’ technical and financial advisory service that has big plans for the future. They aim to provide a rapid, progressive and individually tailored service to their clients in a highly competitive marketplace frequented by larger and better-known organisations and this business objective is embodied by all of the elements that make up their corporate identity. By creating their Corporate Identity guidelines, my role has been to ensure that this message is consistently and professionally communicated both internally and externally.
Equipped with just two Photoshop logo files and one printed business card I put my best ‘semiotic deconstruction hat’ on (thanks Edward de Bono for the metaphor) and set about defining all of the basic guideline information required. There is no doubting that Photoshop is a fantastically useful and powerful application, but it really isn’t designed for logo creation and manipulation, so I started by redrawing all of the main elements so that they could be edited for scale, resolution and colour. A primary and supporting colour palette broken down by Pantone, RGB, CMYK and hexadecimal reference, as well as fonts, a library of illustrative style imagery and definition of overall tone of voice soon followed.
A technical development team are currently building a fully content manageable website, so the guidelines and related visual assets I created are now helping to form the basis of the site’s look and feel, which this is scheduled for release in the next couple of months. Watch this space for updates!