Building an impactful corporate identity is essential for businesses that hope to distinguish themselves. It’s no coincidence that the mere mention of brands such as Spotify, Netflix, or Facebook might make you instantly picture their logo in your mind’s eye. You’re also probably thinking of the exact shade that is synonymous with each right now.
That could be because color can improve brand recognition by up 80%. It’s just one way to build a memorable corporate identity with customers, so that when they’re suddenly in need of your service, it’s your brand that they tend to recognize and choose over others.
But, a successful visual identity can be years in the making. We at Wrike recently gave our own corporate identity an overhaul when we unveiled Wrike Reimagined, an ambitious brand refresh that included new fonts, color palette, illustrations, images, and logos. We also debuted a brand new 109-page style guide (just like in our work management software, we don’t like to miss details).
Unsurprisingly, this was by no means a quick process. In fact, according to Ekaterina Pudanova, Graphic Design Team Lead at Wrike: “We worked on a new identity for a half a year. Then one Friday we realized that it needed a fresh look and we needed to re-think it again.”
With the entire design team separated due to the global COVID-19 pandemic, Ekaterina was worried: “Is it possible to create a new brand concept, when you can’t share one whiteboard? Actually, with Wrike, it is. In a week we presented seven new concepts, made by five designers, working from their bedrooms and sharing one task together.”
The initial tasks we needed to reimagine our corporate identity.
So, why did Wrike’s design team spend so much time trying to fine-tune their corporate identity and visuals? First, let’s understand the basics.
What is corporate identity and why is it so important?
According to Harvard Business Review, a corporate identity is “what drives your entire organization to perform, what makes hiring top talent easier, and what gives you the framework by which to operate the company.”
And in business terms, corporate identity is pretty valuable. HBR references a study of 720 executives in which companies that were seen as having a stronger identity outperformed others by 25% in total shareholder return.
More specifically, corporate visual identity, according to design giant Adobe, “comprises your logo, imagery, typography, colors, and creative design.” But what does that actually mean? Ben Matthews, Director of Design at Adobe Spark explains: “Your brand’s visual identity is its style. If brands are people, then visual identity is the walk, the talk, the clothes, and the hair.”
So, how do we build a corporate identity that people will remember instantly, just as you did at the start of this post?
3 rules for building a successful corporate identity Rule 1: Let your brand’s vision echo throughout your design
For Wrike, our brand centers on collaboration, and the idea of helping teams around the world to do the best work of their life — so our visual identity needed to reflect this.
Ekaterina explains how this filtered through to the new corporate image: “We needed to create a system with a human touch. We used geometric shapes with vibrant colors for simplicity and hand-drawn patterns and textures forContinue reading