1	Creating, Using, and Preserving the Corporate Identity
2	Outline The Role of a Logo The Objectives of a Logo The Tactical Requirements for a Successful Corporate Identity Program The Technical Requirements for a Successful Corporate Identity Program Conclusion
3	The Role of a Logo The logo is the “face” of a company. It should be a memorable icon that conveys and evokes the company’s beliefs, values, and strengths. If a logo is executed successfully, the viewer should be able to assimilate these values simply by being exposed to it. A logo serves as the cornerstone of all design and marketing efforts.
4	The Objectives of a Logo
5	Brand Positioning Communicate the company’s character, values, and strengths Reinforce the company’s visibility in the defined market
6	Brand Identity Set the company apart from the competition Maintain or advance the company’s competitive standing in the targeted marketplace
7	Reinforce Brand Presence Apply the logo to every corporate communication Vertical saturation within the company: Ensure we speak with one voice Horizontal saturation in the marketplace: Advertise us by advertising it!
8	The Tactical Requirements for a Successful Corporate Identity
9	Comprehensive Identity Program All likely uses of the logo must be considered in the design phase The logo design must retain its character when used for Stationery/business cards Submittals Building signs Design drawings Fleet vehicles Etc.
10	Strict Design Guidelines A good corporate identity program should include a style guide that explains proper (and improper) usage. This ensures that the identity doesn’t degenerate over time, as those implementing it become further removed from the designer.
11	Logo Distribution Make it available throughout the company Make it available to outsiders
12	The Technical Requirements for a Successful Corporate Identity
13	Logistical Considerations Does it preserve its character when printed in one color (B&W copies, facsimiles, etc.)? Will it print well on an offset press? Avoid screens for versatility Avoid difficult registration Use spot colors to minimize registration and color reproduction issues Does it scale well? (Does it retain definition and character in sizes ranging from an inch high to several feet wide?) Will it work on-screen? Is it easy to use and inexpensive to manage?
14	Conclusion
15	Conclusion A logo is the company’s most visible asset As the foundation of a corporate identity program, the logo must be rationally designed executed promoted protected