Marketing and PR advice

An investigation by Printwell into how your corporate logo says more about your company than you can...

Almost every month, you can read an article in the press about another major company which has revamped its corporate identity at a cost of several million pounds.

To be fair, the simple act of redesigning a company's corporate image is not what costs such an exorbitant sum (it does run into millions however) if you include repainting the livery on company vehicles, replacing signage on buildings and redesigning and replacing corporate uniforms.

Is this desire for new images and logos among large and small companies mere vanity or is there some more deep rooted financial or management reason for such a change?

We believe there are five main reasons for an increase in image-building.

First, peer group pressure has strong impact among such competitive groups as petrol chains - ‘identity is fashionable'.

Second, mergers and acquisitions are increasing, and many companies across the globe have become so complex that corporate communications skills are needed to explain changes to employees and customers alike.

Third, the competition between firms for employing the best people has become acute in such industries as information technology and pharmaceuticals, so a strong identity is important.

Fourth, many companies are on a technical plateau offering identical products and services so that consumer perceptions become the only differentiating factor.

And finally, more companies are aware of ethical and social responsibilities and want to adjust their profile accordingly.

First impressions can play a major role in the decision making process and so projecting a clear, strong, well-designed visual identity is essential for anyone in business.

This does not necessarily mean having to use a dancing trumpeter in your logo. This type of imagery would not be suitable for a lawyer, accountant or other professions, but relevant design and good use of typography on professionally printed stationery is essential.

Companies in direct contact with consumers need to express a bolder and more exciting image if they want to stand out from the crowd. Virgin Airlines and Body Shop are good examples of companies who employ such tactics.

Every successful company has a long-term business plan. It is important that the company identity is part of that plan so that the image that you project at all times represents the type of company you are. You can do worse than following the adage that ‘a picture paints a thousand words' when selecting your corporate identity.

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