Learn about logo > Element of Identity

    A company identity needs to be unique. The identity is based on the
 company's history, beliefs, values, philosophy, and on the people that
 founded it. A designer analyzes all these elements and gives the company a
 visual identity program that can communicate the overall message and
 services effectively to the customer. All this starts by developing a company
 name, followed by development of a logo that can be identified with that
 name.

    A slogan or text will often be connected to the name that either explains
 the company's function or communicates the values and philosophy. A
 slogan or text like that, can of course be changed, to adjust to the time or
 changes in the market or the competitive situation.

    A ”company language” will then be developed, and a specific tone or voice
 for all communication will be defined. These elements will constitute an
 identity package giving a detailed description, both written and visual, on
 how the company's business car, letterheads, brochures, ads and other
 material will be developed according to the right color, font type and sizes. A
 company logo is the most important element in a company's identity, and
 will therefore often work as a guide for development of all other material.

    A company needs to go through, explain and define the idea behind their
 new logo and identity; why it was necessary to create it and what signals
 this logo sends out to everyone including management and customers. As
 soon the logo or identity has been selected and accepted, it can be launched
 for use in advertising and all other communication, creating the fundament
 of what we often call a tag or a ”brand”.