1. © 2000 – All Rights Reserved - Page 1 Corporate Identity Phase 1 One & Two Color Stationery

2. © 2000 – All Rights Reserved - Page 2 Project Phase 1 Creating a Corporate Identity Logo Design –line art version (black on white) –two-color version Layout and Composition –business card –#10 envelope –letterhead

3. © 2000 – All Rights Reserved - Page 3 Corporate Identity Using Color yellow cardboard packaging red & white beverage can brown delivery van “Big Blue” “Yellow Pages” men’s fashion in primary colors women’s fashion in black & white

4. © 2000 – All Rights Reserved - Page 4 Corporate Identity Using Taglines “Have it Your Way” “The Real Thing” “It’s the One that Bites!” “His Master’s Voice” “You Deserve a Break Today” “We Bring Good Things to Life”

5. © 2000 – All Rights Reserved - Page 5 Creating a Corporate Identity Design a Logo Pick Colors –PMS –Pantone Matching System Pick Type Fonts Establish Layout Rules Create Graphic “Collaterals”

6. © 2000 – All Rights Reserved - Page 6 Logo Design

7. © 2000 – All Rights Reserved - Page 7 A good Logo should... Be symbolic of the company’s product, service, or brand recognition (or neutral) Be simple and memorable Be easily reproduced in media as varied as... –high quality print (magazines) –low quality print (newspapers) –screen printed t-shirts –embroidered baseball caps

8. © 2000 – All Rights Reserved - Page 8 Wordmarks...Wordmarks... Useful for shorter company or product names Useful for recognizable acronyms Useful for proper names where a person is the product

9. © 2000 – All Rights Reserved - Page 9 Aspect Ratios 1:12:1

10. © 2000 – All Rights Reserved - Page 10 Why 1:1 Aspect Ratios Work Most flexible for layout purposes Attractive in landscape or portrait formats Easily combined with wordmarks

11. © 2000 – All Rights Reserved - Page 11 Combining Emblems with Wordmarks Provides both a “shorthand” and “longhand” version of a trademark

12. © 2000 – All Rights Reserved - Page 12 Symbolic or Neutral?

13. © 2000 – All Rights Reserved - Page 13 Your Logo Assignment Create a logo for your Corporate Identity in two versions Black on White 1 color Black or Gray plus 1 additional color Simple, symbolic Aspect 1:1 or 2:1

14. © 2000 – All Rights Reserved - Page 14 Screens & Crop Marks

15. © 2000 – All Rights Reserved - Page 15 Your Stationery Dimensions X Dimension (width) Y Dimension (height) Business Card3-1/2”2” #10 Envelope9-1/2”4-1/8” Letterhead8-1/2”11”

16. © 2000 – All Rights Reserved - Page 16 Formal Layout Symmetrical Conservative Understated Typically used for –accounting firms –law firms –stockbrokers, etc. Fonts –serif –script

17. © 2000 – All Rights Reserved - Page 17 Informal Layout Asymmetrical Contemporary Creative Typically used for –arts –retail –small business Fonts –sans-serif –novelty