Tips on making a Corporate Identity By Jennifer L. Bowie & You!

What is a Corporate Identity? Image: what trying to convey to outside world Persona: how perceived Visual, Consistent, Distinguishable, Recognizable Appealing to a target audience

Tips for Business Cards Size: 3.5 x 2 or 2 x 3.5 Flush left, flush right, NOT centered!!! Minimal info: nothing unnecessary –Name, title, logo & company name, address, , phone #s, url, fax… Visual order/logic: hierarchy Don’t use all the corners Don’t include things like fax unless needed Use other things than () in phone numbers Use small font sizes: 7-9 Use color sparingly Consistent/match the corp identity Be careful with decorate fonts in small sizes

Tips for Letterhead and Envelopes Envelope Size: 9 1/2 x 4 1/8 Letter size: 8 1/2 x 11 Letterhead & envelope should look “alike”/ “match” Keep design in scale, not take up too much room Avoid Times New Roman & Arial & maybe the face you use in the logo Visually conservative watermark Single main focus One key identifiable element throughout Paper quality & color, match Make sure the size is right Envelope reflects content to some degree Don’t center Make the design easy to copy Match your business card Include the design of the address you are sending the envelope too

Tips for Flyers Don’t cram in too much info Big catchy headlines or pictures, or tiny Use good catchy subheads that give all needed info Visual impact Direction: lead the reader in the right direction follow eye flow Organized Use pictures moderately & carefully Obvious subject matter Key focal point

Tips forNewsletters Aligned! Clear masthead Readable font for body text Consistent with repetition Interesting headlines that draw readers in Use columns to break up text Clearly organized

Tips for Brochures Clear organized sequence Don’t use 12 pt font, go smaller Beware of folds! Strong repetition Contrast

Tips for Postcards Use color well Think in series: make several! Be creative with size & shape, but make mailable Be brief and to the point Make contact info visible or whatever you want them to do Clear focus Create hierarchy Grab attention Design both sides!!!

Tips for Newspaper Ads Include lots of white space to be visually distinct Keep bleeding of ink in mind: avoid very thin or thick lines Choose clean fonts for body text Visually distinct typeface choices Be brief—don’t include a lot of text Be organized

Tips for Websites Easy navigation Attract people, make it interesting Make the background easy on the eyes Make the font size ~14 for body font Repeat certain visual elements Watermark or mark special images for copyright Avoid long lines of text Avoid side right/left scrolling Try to design for 800 x 600 Make the pages consistent Clear & readable as possible Use “common” computer fonts

Have fun & design your identity well!