TAKORADI POLYTECHNIC
SCHOOL OF APPLIED ARTS
DEPARTMENT OF GRAPHICS
DESIGNING A CORPORATE IDENTITY FOR
“UNI NUK VENTURES”
BY:
AHADZI FIDELIS KOFI
AKPAH PRINCE YAO
MAY 2010
DESIGNING A CORPORATE IDENTITY FOR
“UNI NUK VENTURES”
By
Ahadzi Fidelis Kofi
07070167
Akpah Prince Yao
07070190
A project report submitted to the Department of Graphics of the School of Applied Art
Takoradi Polytechnic in partial fulfillment of the requirement for the award of the
Higher National Diploma in Commercial Art.
May 2010
DECLARATION
We hereby declared that this submission is our own work towards the Higher National
Diploma in Commercial Art Graphics option and that to the best of our knowledge it
contains no material previously published by another person, nor material which has been
accepted by other tertiary institution, except where due acknowledge had been made in the
text.
Candidates
Ahadzi Fidelis Kofi
…………………………………. ……………………………….
Signature
Akpah Prince Yao
Date
…………………………………. ……………………………….
Signature
Date
Certified by
Mr. Jake Nyarko
(Supervisor)
…………………………………. ……………………………….
Signature
Date
Certified by
Dr. Samuel Bentum
(Head of Department)
…………………………………. ……………………………….
Signature
i
Date
ACKNOWLEDGEMENT
No dream is achieved without the involvement of others. Our sincere gratitude goes to God
Almighty for his abundant grace, love and guidance through this project and during our
stay in Takoradi Polytechnic. He encourages us through turbulent and tiresome times and
showered many blessings upon us.
This project would not have been a success if not for the immense contribution of our
parents Mr. and Mrs. Ahadzi and Mr. and Mrs. Akpah. They supported us both spiritually
and financially. We are very grateful for their ability and availability.
To our supervisor Mr. Jake Nyarko of the Department of Graphics, School of Applied Art,
Takoradi Polytechnic, we say thank you for your support and useful criticism and may the
good Lord replenish your strength in double folds.
Our final appreciation goes to all those who help us in diverse ways to successfully
complete this project. God richly bless you all.
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TABLE OF CONTENT
CONTENT
PAGES
Title page
Declaration
i
Acknowledgements
ii
Table of contents
iii - vii
List of figures
vi
List of plates
vii
CHAPTER ONE
1.0 Introduction
1–2
1.1 Problem statement
2-3
1.2 Objectives
3
3–4
1.3 Organization of the study
1.4 Hypothesis
4
1.5 Scope of study
4
iii
1.6 Significance of study
5
1.7 Limitations
5
1.8 Research tools
5
1.9 Sources of information
6
1.10 Facilities available
6
1.11 Definition of terms
6-7
CHAPTER TWO
8 – 10
2.0 Design and Art
2.0.1 Elements of design
10 – 13
2.2 Principles of design
14 – 17
2.3 Methods of designing
17 - 18
2.4 Design process
18 -19
19 – 20
2.5 Steps in design process
21 – 26
2.6 Corporate identity
2.7 The effect of colour on corporate identity
26
27 – 30
2.8 Brand
iv
2.9 Logo
30 – 33
2.10 Graphic design
33 – 36
CHAPTER THREE
3.0 Introduction
37
3.1 Research methods
37 - 38
3.2 Collection of data
38
3.3 The production of corporate items
38
39 – 40
3.4 Tools, equipment and materials used
3.5 Limitations
40
CHAPTER FOUR
4.0 Designing process for corporate items
41
4.1 Production of logo
41 – 44
4.2 Production of other corporate items
44 – 51
4.3 Analysis of colours used
52
52 – 53
4.4 Implication of logo
v
4.5 Implementation
53
CHAPTER FIVE
5.0 Summary
54 – 55
5.1 Conclusion
55 – 56
5.2 Recommendations
56
57 – 59
Bibliography
LIST OF FIGURES
Fig .1
41
Fig .2
42
Fig .3
42
Fig .4
43
vi
LIST OF PLATES
Plate 1
44
Plate 2
44
Plate 3
45
Plate 4
46
Plate 5
48
Plate 6
49
Plate 7
50
Plate 8
51
Plate 9
51
vii
CHAPTER ONE
1.0 Introduction
Branding is seen as a modern day phenomenon. Certainly, during the late 1990s and the
early 2000s, branding emerged as a significant area of emphasis not only for companies
and products, also for municipalities, universities, other non-profit organizations and
even individuals. Branding becomes ubiquitous. Some companies began branding their
products in earnest in the mid- to -late 1800s. For instance, companies that sold patented
medicines and tobacco began branding their products as early as the early 1800s. But
more interesting is how far back in time branding goes. Branding plays very vital role in
the highly competitive world of business today where companies need to create positive
image for themselves and attract the world’s share of business, investment, events and
technology.
It is something that cannot be eliminated from the world of business as far as corporate of
business or companies are concerned. As to whether companies like ―Uni Nuk Ventures‖
can meet the standard of international branding is another thing altogether. It is for this
that the researchers want to brand ―Uni Nuk Ventures‖ in terms of recognition and
competition.
In the view of business, logo is a company’s distinct most important advertising device.
Each moment it appears, it communicates a bit about the result or service of a company
and differentiates it from other competitors. It is also an important element in corporate
identity. The invention of logo can be traced back to the Ancient Greece with the use of
1
symbols consisting of one or more letters. These typically represented the initial letters of
a person or place for use on stationery and signs. Many early Greek and Roman coins
bear the logos of the rulers or towns. During the middle Ages, similar logos were seen in
abundance in ecclesiastical and commercial use. By the thirteenth century, these simple
letterforms had evolved into trademarks for merchants.
These early examples of logo design include marks form masons, goldsmiths, paper
makers and nobility. By the 1700s, every trader and dealer had a trademark or stamp. So
to have a well known and world wide company from others as the researchers would
design for ―Uni Nuk Ventures‖.
Corporate identity comes into being when there is a common ownership of an
organizational philosophy that is manifest in a distinct corporate culture – the corporate
personality. At its most profound, the public feel that they have ownership of philosophy.
Corporate identity has become a universal technique for promoting companies and
improving corporate culture. Most notable is the COCOMAS committee and company
PAOS’ both founded by Motoo Nakanishi in Tokyo, Japan in 1968. Corporate identity
exists for the new and small businesses to rise to the top and improve sales.
1.1 Problem Statement
The absence of corporate identity creates problem for clients to have full interest and
trust is transacting business with other business bodies. They have doubt about the
legality and genuineness of the operations of this business bodies and due to these factors
such business organizations have very low patronage even though victim of such
2
circumstance is ―Uni Nuk Ventures‖ which serves as the means of advertising the
company to the general public and the entire world.
1.2
Objectives
The objectives of the project are:
1. To sensitize the management of ―Uni Nuk Ventures‖ of the importance of corporate
identity.
2. To create a corporate identity for ―Uni Nuk Ventures‖.
3. To produce an informative and proper identification of the corporate body (e.g corporate
colour, logo)
1.3
Organization of the study
This project is composed of five chapters. The first chapter looks at the introduction and
comprises of the background to the study, organization of the study, scope of study,
limitations, problem statement, significance of study and Definition of terms.
The second chapter reviews related literature. Where many related issues are discussed
and argued out on packing graphics, branding, structured packaging and corporate
identity.
The third chapter is methodology. Here, the area of study, the procedure for data analysis,
the limitation of the study and tools and materials used and are all discussed.
3
Chapter four gives a detailed description and the step by step processes and procedures
through which logo is designed. Furthermore, the chapter gives an in depth analysis of
colours used and the implications of the logo. In a nutshell, the design, development and
implementation of the project are discussed here.
The last chapter talks about conclusion, summary and recommendations.
1.4
Hypothesis
Corporate identity gives organization recognition and promotes its image.
1.5
Scope of study
This project designs and produces a corporate identity for ―Uni Nuk Ventures‖ in the
Volta – Region. It also looks at the informative elements that a corporate body possesses
and how it influence positively on the legality and genuineness of the corporate body and
its operations. These informative elements are logo and corporate colour that helps in
easy identification of the company. The logo is the symbol that represents the company
and the colour signifies its vision and mission.
1.6
Significance of study
a. It serves a resource material for the advertising and designing firms, schools and
universities.
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b. This project outlines the impact of corporate identity on an organization and its publics.
c. It will serve as a manual for business analyst to use or research from.
d. Help as a reference and a stock in the library.
1.7
Limitations
Acquiring information for the project posed a lot of difficulties due to insufficient
books on related topic in the library therefore, making the review of literature difficult.
Since printing forms an integral part of the finishing process of the project, getting
quality print outs of corporate items was a problem due to lack of quality printers in the
mini press houses in town. So printing has to been done over and over again before
quality print outs are made therefore causing the researchers financially.
1.8 Research Tools
a. Computer and computer accessories
b. Digital camera
c. Printer
d. Pen and pencil.
1.9 Sources of information
a. Interviews
b. The internet
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c. School Library
d. Books from individuals.
1.10 Facilities Available
a. The school media centre.
1.11 Definition of Terms.
Identity: the collective aspect of the set of characteristics by which a thing is definitively
recognizable or known.
Corporate identity: corporate identity is the visual means by which organizations,
businesses, and manufactures are recognized and distinguished from each other.
Brand: A name, sign or symbol used to identify items or services of a seller and to show
the difference between the products and those of competitors. Brands can further be
defined as collection of experiences and perceptions (both negative and positive) in the
mind the consumer.
Advertising: it is the structured and composed non-personal communication of
information, usually paid for and usually persuasive in nature; about product (goods and
services, and ideas) by an identified sponsor using various media.
Image: this is a representation of an organization often a mental picture or an intangible
expression gain without any direct contact with the organization without any sensory
perception.
6
Communication: the exchange of information or the use of common system of symbols,
signs, system. It can also be define as the mechanism through which human relations
exists and develop all the symbols of the mind, together with the means of conveying
them through space preserving them in time.
Medium: channels through which communications or messages are conveyed.
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CHAPTER TWO
LITERATURE REVIEW
2.0 Design and Art
This chapter gives a thorough review of literature related. The following areas will be
considered: design and its principles, production, corporate identity, branding, logo and
graphics. Keynes states; "to design" refers to the process of originating and developing a
plan for a product, structure, system, or component, the process of relating the elements
whether they are similar or contrasting and visually arranging an interesting unity with
them using the design principles.
He adds that to design is to:
1. Draw a preliminary sketch; an outline or pattern of the main features of something to be
executed, as of a picture, a building, or a decoration; delineation; a plan.
2. To mark out and exhibit; to designate; to indicate; to show; to point out; to appoint.
3. To create or produce, as a work of art; to form a plan or scheme of; to form in idea; to
invent; to project; to lay out in the mind. To intend or purpose, to plan.
4. A plan or scheme formed in the mind of something to be done; preliminary conception;
idea intended to be expressed in a visible form or carried into action; intention; purpose;
often used in a bad sense for evil intention or purpose; scheme; plot.
8
5. The realization of an inventive or decorative plan; esp., a work of decorative art
considered as a new creation; conception or plan shown in completed work; as, this
carved panel is a fine design, or of a fine design.
6. The invention and conduct of the subject; the disposition of every part, and the general
order of the whole.
According to Ivar (2006) Wikipedia.com, design is often viewed as a more rigorous form
of art, or art with a clearly defined purpose. The distinction is usually made when
someone other than the artist is defining the purpose. In graphic arts the distinction is
often made between fine art and commercial art.
In the realm of the arts, design is more relevant to the "applied" arts, such as architecture
and industrial design. In fact today the term design is widely associated to modern
industrial product design as initiated by Raymond Loewy and teachings at the Bauhaus
and Ulm School of Design (HfG Ulm) in Germany during the 20th Century.
Design implies a conscious effort to create something that is both functional and
aesthetically pleasing. For example, a graphic artist may design an advertisement poster.
This person's job is to communicate the advertisement message (functional aspect) and to
make it look good (aesthetically pleasing). The distinction between pure and applied arts
is not completely clear, but one may consider Jackson Pollock's (often criticized as
"splatter") paintings as an example of pure art. One may assume his art does not convey a
message based on the obvious differences between an advertisement poster and the mere
possibility of an abstract message of a Jackson Pollock painting. One may speculate that
9
Pollock, when painting, worked more intuitively than would a graphic artist, when
consciously designing a poster.
However, Getlein (2008) suggests the principles of design are "almost instinctive",
"built-in", "natural", and part of "our sense of 'rightness'. Pollock, as a trained artist, may
have utilized design whether conscious or not.
Fetzer (1994:133) defines design as ―The act of arranging materials to produce a certain
effect.‖
Moughtin (199:1) also states that design is; ―The systematic procedure by which a
complex task is accomplished.‖
From the above assertions, the researchers conclude by that; design is the procedure and
method through which a design or work piece undergoes to become a creative piece.
Furthermore, design is a planned and critical analysis of a procedure and method through
which a work piece or an idea is undergoes to become a creative piece or is executed.
2.0.1 Elements of Design
From Wikipedia the free encyclopedia (2008 Ed.), Design elements and principles are the
basic visual toolbox of design tactics in every visual design discipline. The elements form
the basic vocabulary of visual design, while the principles constitute the broader
structural aspects of the composition.
Mittler et.al (1989:1) also wrote that elements of design are the building blocks the artist
work with to express an idea. Added to the above, Broekhuizen R. J (1995:24) states that
10
elements of design are those things use to make up a design.
According to an article by Jirousek in the New Standard Encyclopedia (1995), the
elements are components or parts which can be isolated and defined in any visual design
or work of art. They are the structure of the work, and can carry a wide variety of
messages.
jirousek elaborates on the following elements:
2.1 Colour
Colour is one of the most powerful elements. It has tremendous expressive qualities.
Understanding the uses of colour is crucial to effective composition in design and the fine
arts. The word colour is the general term which applies to the whole subject - red, orange,
yellow, green, blue, violet, black and white and all possible combinations thereof. Hue is
the correct word to use to refer to just the pure spectrum colours. Any given colour can be
described in terms of its value and hue. In addition, the various physical phenomena and
psychological effects combine to affect our perceptions of a colour.
2.1.0 Hue
Hue is the term for the pure spectrum colors commonly referred to by the "color names" red, orange, yellow, blue, green violet - which appear in the hue circle or rainbow.
Theoretically all hues can be mixed from three basic hues, known as primaries. When
pigment primaries are all mixed together, the theoretical result is black; therefore pigment
mixture is sometimes referred to as subtractive mixture.
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2.1.1 Texture
Texture is the feeling and visual feel of fabrics, colors, and room accessories. There are
two types of texture; Tactile, or visual texture, and texture which you are your five
senses. Texture like grass sheets on a wall gives a three dimensional look to the wall.
Texture is the roughness of the surface of a material. Surfaces with same or similar
textures like fireplace marble tiles and drywall usually look more visually appealing.
2.1.2 Value
Value is defined as the relative lightness or darkness of a color. It is an important tool for
the designer/artist, in the way that it defines form and creates spatial illusions. Contrast of
value separates objects in space, while gradation of value suggests mass and contour of a
contiguous surface.
In the drawing, value contrast separates the artichoke from the background, and the
separate leaves from one another, while gradation suggests the curves of leave surfaces
and of the whole form.
2.1.3 Line:
A line is a mark made by a moving point and having psychological impact according to
its direction, weight, and the variations in its direction and weight. It is an enormously
useful and versatile graphic device that is made to function in both visual and verbal
ways. It can act as a symbolic language, or it can communicate emotion through its
character and direction.
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2.1.4 Size
Size is the relative proportion of objects to each other or to the canvas. Size is used
primarily in relation to Balance, Gradation, and Dominance. Large objects are generally
balanced by small objects elsewhere. Large size can be used to make things appear near
or of greater importance, and small size to make things appear far away or less important.
2.1.5 Form, Shape and Space
Form and shape are areas or masses which define objects in space. Form and shape imply
space; indeed they cannot exist without space. Form and shape can be thought of as
either two dimensional or three dimensional. Two dimensional forms have width and
height. It can also create the illusion of three dimension objects. Three dimensional
shapes have depth as well as width and height. Form and shape can also be described as
either organic or geometric. Organic forms such as these snow-covered boulders typically
are irregular in outline, and often asymmetrical. Organic forms are most often thought of
as naturally occurring.
Geometric forms are those which correspond to named regular shapes, such as squares,
rectangles, circles, cubes, spheres, cones, and other regular forms. These forms are most
often thought of as constructed or made.
2.2 Principles of Design
Art forms by Duance et al (1994:46) define principles of design as the rules by which
elements are arranged in a certain order. Throwing more light on this subject, about .com
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the Free Desktop Publishing Newsletter states that: The principles of design suggest
effective and pleasing ways to arrange text and graphics on the page as well as the
arrangement of individual elements within illustration, logos, and the overall graphic
design of a document. Generally, all the principles of design apply to any piece you may
create. How you apply those principles of design determines how effective your design is
in conveying the desired message and how attractive it appears.
Getlein also suggests that principles of design are "almost instinctive", "built-in",
"natural", and part of "our sense of 'rightness'
Furthermore, Wikipedia the Free Encyclopedia (2008 Ed.) highlighted that Design is the
organized arrangement of one or more elements and principles (e.g. line color or texture)
for a purpose. It states that the principles of design are as various as attitudes regarding
modern design. They differ both between the schools of thought that influence design,
and between individual practicing designers.
In addition, the principles of design govern the relationships of the elements used and
organize the composition as a whole. Successful design incorporates the use of the
principles and elements to serve the designer's purpose and visual goals. There are no
rules for their use. The designer's purpose and intent drives the decisions made to achieve
appropriate scale and proportion, as well as the degree of harmony between the elements.
Jirousek .C. (1995:23) stated in the New Standard Encyclopedia that; the Principles are
concepts used to organize or arrange the structural elements of design. Again, she adds
that the way in which these principles are applied affects the expressive content, or the
message of the work.
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To add to the above, Jirousek outlines the principles of design which consist of:
Balance
Balance is the concept of visual equilibrium, and relates to our physical sense of balance.
It is a reconciliation of opposing forces in a composition that results in visual stability.
Most successful compositions achieve balance in one of two ways: symmetrically or
asymmetrically.
Symmetrical balance can be described as having equal "weight" on equal sides of a
centrally placed fulcrum. It may also be referred to as formal balance. When the elements
are arranged equally on either side of a central axis, the result is Bilateral symmetry. This
axis may be horizontal or vertical. It is also possible to build formal balance by arranging
elements equally around a central point, resulting in radial symmetry.
Asymmetrical balance, also called informal balance, is more complex and difficult to
envisage. It involves placement of objects in a way that will allow objects of varying
visual weight to balance one another around a fulcrum point. This can be best imagined
by envisioning a literal balance scale that can represent the visual "weights" that can be
imagined in a two dimensional composition. For example, it is possible to balance a
heavy weight with a cluster of lighter weights on equal sides of a fulcrum.
2.2.1 Proportion
Proportion refers to the relative size and scale of the various elements in a design. The
issue is the relationship between objects, or parts, of a whole. This means that it is
15
necessary to discuss proportion in terms of the context or standard used to determine
proportions.
However the New Standard Encyclopedia (vol.4:130) also indicates the following:
2.2.2 Unity
Unity refers to a sense that everything in the artwork belongs there, and makes a whole
piece. It is achieved by the use of balance and repetition.
2.2.3 Contrast
Contrast is the occurrence of contrasting elements, such as color, value, size, etc. It
creates interest and pulls the attention toward the focal point.
2.2.4 Harmony
Harmony is achieved through the sensitive balance of variety and unity. Color harmony
may be achieved using complementary or analogous colors. Harmony in design is
similarity of components or objects looking like these belong together.
2.2.5 Repetition (Rhythm, Pattern)
The recurrence of elements within a piece: colors, lines, shapes, values, etc. Any element
that occurs is generally echoed, often with some variation to keep interest.
2.2.6 Variety (Alternation)
Variety is the use of dissimilar elements which creates interest. Variety like a painting or
some reflective wood panels added on a plain wall may be used to reduce monotony.
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Helps infuse color to a house decor to attempt to increase design beauty.
2.2.7 Emphasis (Dominance, Focal Point or area in a room's decor)
Areas of interest guide the eye into, through and out of the image through the use of
sequence of various levels of focal points, primary focal point, secondary, tertiary, etc.
Emphasis hierarchy may give direction and organization to a design, and avoid
subconscious confusion to sometimes improve the design's (like a house) visual appeal
and style.
2.3 Methods of Designing
According to Gilbert R. (1992) Exploring possibilities and constraints by focusing critical
thinking skills to research and define problem spaces for existing products or services or
the creation of new categories.

Redefining the specifications of design solutions which can lead to better guidelines for
traditional design activities (graphic, industrial, architectural, etc.);

Managing the process of exploring, defining, creating artifacts continually over time

Prototyping possible scenarios, or solutions that incrementally or significantly improve
the inherited situation

Trend spotting; understanding the trend process.
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2.4 Design Process
During a talk on video game, Developer Dino Dini at the 2005 Game Design and
Technology Workshop held by Liverpool JM University stated that design underpins
every form of creation from objects such as chairs to the way we plan and execute our
lives. For this reason it is useful to seek out some common structure that can be applied to
any kind of design, whether this be for video games, consumer products or one's own
personal life.
For such an important concept, the question "What is Design?" appears to yield answers
with limited usefulness. Dino Dini states again that the design process can be defined as
"The management of constraints". He identifies two kinds of constraint, negotiable and
non-negotiable. The first step in the design process is the identification, classification and
selection of constraints. The process of design then proceeds from here by manipulating
design variables so as to satisfy the non-negotiable constraints and optimizing those
which are negotiable. It is possible for a set of non-negotiable constraints to be in conflict
resulting in a design with no solution; in this case the non-negotiable constraints must be
revised. For example, take the design of a chair. A chair must support a certain weight to
be useful, and this is a non-negotiable constraint. The cost of producing the chair might
be another. The choice of materials and the aesthetic qualities of the chair might be
negotiable.
Dino Dini again theorizes that poor designs occur as a result of mismanaged constraints,
something he claims can be seen in the way the video game industry makes "Must be
Fun" a negotiable constraint where he believes it should be non-negotiable. It should be
18
noted that "the management of constraints" may not include the whole of what is
involved in "constraint management" as defined in the context of a broader Theory of
Constraints, depending on the scope of a design or a designer's position.
2.5 Steps in Design Process
According to Keynes M. (2008:99.): A design process may include a series of steps
followed by designers. Depending on the product or service, some of these stages may be
irrelevant, ignored in real-world situations in order to save time, reduce cost, or because
they may be redundant in the situation.
Typical stages of the design process include:
2.5.1 Pre-production design

Design brief - a statement of design goals

Analysis - analysis of current design goals

Research - investigating similar design solutions in the field or related topics

Specification - specifying requirements of a design solution for a product (product design
specification) or service.

Problem solving - conceptualizing and documenting design solutions

Presentation - presenting design solutions
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2.5.2 Design during production

Development - continuation and improvement of a designed solution

Testing - in-situ testing a designed solution
2.5.3 Post-production design feedback for future designs

Implementation - introducing the designed solution into the environment

Evaluation and conclusion - summary of process and results, including constructive
criticism and suggestions for future improvements
Redesign - any or all stages in the design process repeated (with corrections made) at any
time before, during, or after production.
2.6 Corporate Identity
According to answers.com ―Corporate identity is the visual means by which
organizations, businesses, and manufacturers are recognized and distinguished from each
other. It is also a means of conveying the ways in which they carry out, and values
inherent in, their activities.‖
Corporate identity is often viewed as being composed of three parts:
* Corporate design (e.g.: logos, uniforms.)
* Corporate communication (e.g.: advertising, public relations, information.)
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* Corporate behavior (e.g.: internal values, norms.)
It is further explained in answers.com that although corporate identity is often closely
linked to logotypes, at its most effective it also embraces other aspects of corporate
expression such as architecture, interiors, furnishings and uniforms, stationery, publicity,
even codes of company behavior.
Some writers have looked to what they see as early exponents of the idea, such as the
army of ancient Rome, the Catholic Church, or the railway companies of the 19th century
with their distinctive liveries, mainline stations, carriage interiors, dining services,
cutlery, and menu designs.
Corporate identity schemes may be used to make large corporations appear less dominant
or threatening through the creation of positive individual identities for their subsidiaries,
or to give related smaller companies greater global presence through the development of
some readily communicable aspects of shared identity. A typical example of a well
branded international company is McDonald's which provides food services. Other
notable examples of effective corporate identity include office equipment manufacturers
Olivetti and IBM, and furniture manufacturers Knoll.
Added to the above, explainingcorporateidentity wrote on its website defines: ―Corporate
identity just as individual’s personality is the image with which your company can be
identified. Corporate identity is how a particular company is perceived by its customers
and the rest of the market place‖
The site further explains that, most companies have a lot of influence on the public due
to their quality of work and good services to the public but without corporate identity,
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some of the companies are not recognized. Corporate identity is one of the most essential
things that help to advertise a company. A company’s corporate identity is the symbolic
values a company possesses: i.e. its ―personality‖, the motives behind its existence. The
image reflected by the ―company’s personality‖ will make the company recognizable and
different from others and it will also determine its importance in the business world.
Corporate identity is the group of pieces, aspects, ideas methods and the techniques that a
brand needs, to be identifiable. A company’s corporate identity can be formed by many
of the pieces that form a communicable style: logo, letterhead, business cards, folder,
inserts, envelope, brochure, flyers, etc.
Knapp et al, (2001:65) states that:
―Corporate identity is a system of communication that is incorporated to the company’s
global strategy and it is present in all its manifestations, productions, properties and
activities.‖
They explain further that a corporate identity is, put simply, a symbol. It can be as simple
as a color scheme or a word written a certain way or a picture. These physical images are
often associated with the ―image‖ of the company behind them. They are often designed
with
a
certain
motive.
This is the basic idea of a corporate identity. When you see those images, not much else
comes to mind. There are well recognized and those color schemes, images, and words
have been effectively used to bring those particular companies to mind. Corporate
identity, sometimes seen written as CI, refers to the external ―personality‖ projected by a
22
corporation. The idea of corporate identity integrates the look and feel of designs and
communications, along with the corporation's behavior. Companies of all sizes invest a
great deal of energy in their corporate identities, since the persona of a corporation
influences the way people think about the company. Many firms specialize in corporate
identity and public image control. The first aspect of corporate identity has to do with
branding. The logo is often the center of company branding, since it is an easily
recognizable symbol which sets the corporation aside from other companies. Branding
typically also includes a color scheme and a general look and feel across a product family
which makes all products recognizable. For example, a drug company will use related
designs for all of its packaging, allowing consumers to pick its products out from among
the competitors. The branding of some corporations is very familiar to many consumers,
demonstrating how powerful the look and feel of company products can be. Most
consumers around the world, for example, recognize the classic script font and red and
white color scheme of the Coca-Cola label, or the yellow and red color scheme of
McDonald's. Consistency of branding is a large issue, as consumers may reject products
with entirely different design schemes.
They noted that communications is also an important part of corporate identity.
Communications include things like advertisements, press releases, news features, and
phone service. Usually, a company focuses on providing uniform communications which
present the corporation in a positive light. These communications also encourage
consumers to think of the company when they need a specific product or service.
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Finally, corporate behavior and ethics are a crucial component of corporate identity.
Since some consumers actually base their buying habits on how companies act, many
companies focus on presenting a very specific image. For example, a company may
promote its use of green energy, the rejection of sweatshop labor, or products
manufactured in a specific country. Publicly scrutinized members of the corporation are
also generally expected to behave impeccably, ensuring the consumers think of the
company in a good light.
Managing corporate identity is serious business, especially in a crowded market.
Specialists may work extensively with companies before they launch, and every time
they introduce new products or services. These specialists ensure that the company is
acting in a way which is consistent with its corporate identity, keeping the company's
position in the market strong.
In view of the above, the researchers deduced that corporate identity is the image with
which an individual or an organization is recognized, be it positive or negative.
2.6.1 Importance of Corporate Identity
On the question of whether corporate identity is necessary? Knapp et al (2001:79) states
that:
Corporate identity comes into being when there is a common ownership of an
organizational philosophy that is manifest in a distinct corporate culture — the corporate
personality. At its most profound, the public feel that they have ownership of the
philosophy environmental complexity and change
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They added that the overriding reason for the flourishing concern for corporate identity is
abundantly apparent. Corporate identity has become a universal technique for promoting
companies and improving corporate culture.
Corporate identity plays a significant role in the way an organization or a company
presents itself to both internal and external stakeholders. In general terms, a corporate
visual identity expresses the values and ambitions of a company, its business, and its
characteristics.
On the whole the researchers will conclude that, corporate identity provides the perfect
medium to correctly brand a company or organization.
2.7 The Effect of Colour on Corporate Identity
Writing under colour colourcom mentions that Colour has become so integral to
marketing that nothing can be left to whimsy. Marketing research indicates that over 80%
of visual information is related to color. In other words, color conveys information. It
identifies a product or a company, as well as the quality of the merchandise and much
more. The right color is indeed worth a thousand words‖.
Here are some of the ways that one can develop the best color solutions for a project.

Pinpoint the colors that convey the message about a product or service and with
demographic in mind (one can use up-to-date information about consumer color
preferences from a database to back it up).
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
Be an expert when it comes to creating harmonious and innovative color combinations.
Develop colors that works in sync with each color as well as color combinations that are
so unusual that they that ―wow‖ factor.

The visual effects of colors are also a focus. As a specific component of vision, color
immediately affects the mechanisms of the human eye. Some colors advance, others
recede.
2.8 Brand
The www.wikipedia.com (2008 Ed.) defines brand as a collection of symbols,
experiences and associations connected with a product, a service, a person or any other
artifact or entity.
Brands have become increasingly important components of culture and the economy,
now being described as "cultural accessories and personal philosophies".
People engaged in branding seek to develop or align the expectations behind the brand
experience (see also brand promise), creating the impression that a brand associated with
a product or service has certain qualities or characteristics that make it special or unique.
A brand is therefore one of the most valuable elements in an advertising theme, as it
demonstrates what the brand owner is able to offer in the marketplace. The art of creating
and maintaining a brand is called brand management. Careful brand management,
supported by a cleverly crafted advertising campaign, can be highly successful in
convincing consumers to pay remarkably high prices for products which are inherently
extremely cheap to make.
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2.8.1 Brand Name
According to Wikipedia (2008 Ed.), there are a few basic guidelines to follow when
thinking of a brand name. First of all, the name itself, is being a name that can be copy
written, and trademarked? Is it easy to remember and easy to pronounce? In most
markets, if a consumer can’t pronounce the name of a product, he or she won’t purchase
it, or at least won’t recommend it to friends.
It should stand out somewhat, and project a positive image. It should suggest the products
quality, or convenience. It should also be original.
2.8.2 Family Branding
According to Wikipedia (2008 Ed.), When Dove released not only soap, but lotion,
moisturizers, and shampoo, that is what’s called family branding. Family branding is also
a method of working your way into parallel markets. For instance, if Dove were to move
into Dental Care products, they could use the name reputation, and image they earned in
the bath supply market to move right in.
2.8.3 Brand Image
Temporal (2009:11) defines Brand image as, ―The totality of consumer perceptions about
the brand, or how they see it, which may not coincide with the brand identity.
James (Wikipedia.com. 2008 Ed.) is of the view that, ―Qualities that consumer associates
with a specific brand, expressed in terms of human behavior and desires, but also related
to price, quality, and situational use of the brand is termed as brand image‖. He adds that
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Brand Image is the market’s perception of your brand identity, which may or may not
coincide with your intended brand identity. Companies must work hard at the daunting
task of getting brand identity and image to align…or hire a true branding company.
Wells (Wikipedia 2008 Ed.) states that; Brand Image is the mental image that reflects the
way a brand is perceived, including all the identification elements, the product
personality and the emotions of association that evoked in the mind of the consumer.
From the definitions above, the researchers define brand image as the perception the
general public have about the individual or a company in terms of values, goals,
achievements, etc. Brand image is the impression or perception the public has about a
company. This can be achieved through its values goals and achievements.
2.8.4 Brand Identity
According to Michael B. (1994:133),
This is how the brand owner wants the consumer to perceive the brand - and by extension
the branded company, organization, product or service. The brand owner will seek to
bridge the gap between the brand image and the brand identity.
Michael continues that Brand identity is fundamental to consumer recognition and
symbolizes the brand's differentiation from competitors.
Kapferer (1992:37) defines Brand identity as,
―A fundamental to consumer recognition and symbolizes the brand's differentiation from
competitors‖. Furthermore, Michael (1994:17) says,‖ Brand identity may be defined as
simply the outward expression of the brand, such as name and visual appearance‖.
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From the above definitions and explanations, the researchers deduced that Brand identity
is the complete package of a business to its customers. It includes the company’s service
reputation, product quality, features, benefits, performance and value.
2.9 Logo
A logo, according to wikipedia.com (2008 Ed.) is a graphical element (ideogram, symbol,
emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface)
form a trademark or commercial brand.
Typically, a logo's design is for immediate recognition. The logo is one aspect of a
company's commercial brand, or economic or academic entity, and its shapes, colors,
fonts, and images usually are different from others in a similar market. Logos are also
used to identify organizations and other non-commercial entities.
Today there are many corporations, products, services, agencies and other entities using
an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as
a logo. As a result, only a few of the thousands of ideograms people see are recognized
without a name. It is sensible to use an ideogram as a logo, even with the name, if people
will not duly identify it. Currently, the usage of both images (ideograms) and the
company name (logotype) to emphasize the name instead of the supporting graphic
portion, making it unique by its letters, color, and additional graphic elements.
Ideograms (icons, signs, and emblems) may be more effective than a written name
(logotype), especially for logos being translated into many alphabets. An ideogram would
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keep the general proprietary nature of the product in both markets. In non-profit areas, the
Red Cross (which goes by Red Crescent in Muslim countries) is an example of an
extremely well known emblem which does not need an accompanying name. Branding
aims to facilitate cross-language marketing. The Coca-cola logo can be identified in any
language because of the standards of color and the iconic ribbon wave.
Microsoft Encarta 2009 edition defines logo as a design used by an organization on its
letterhead, advertising material, and signs as an emblem by which the organization can
easily be recognized. Furthermore, Wikipedia 2008 states ―The logo eventually includes
the institutional colors of the brand, and the complete corporate design is based on them.
The corporate identity is a strategic way to make the image that rest perceives fit in with
the image the company wants to convey. In conclusion, it is the visualization of your
corporate strategy. Every company continuously conveys messages to its surroundings
even if they do not communicate anything at all. The visual image is one of the most
important means that businesses constantly use to convey and manifest their identity.‖
2.9.1 Types of Logo
According to Wikipedia, there are three main types of logo. These are:
Symbolic
Symbols are compelling yet uncomplicated images that are emblematic of a particular
company or product. They use imagery that conveys a literal or abstract representation of
the organization. Symbols are less direct than straight text, leaving room for boarder
interpretation of what the organization represents. In order for a symbol to be truly
effective logo, it should conform to these maxims:
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 Instantaneously recognizable
 Memorable
 Clarity where produced in small sizes
 Can be illustrative in nature, either concrete or abstract.
Logotype
A logotype (shortened logo) can be defined as a graphic representation or symbol of a
company name, trademark, abbreviation, etc often uniquely designed for ready
recognition. A logotype, commonly referred to the industry as ―a word mark‖,
incorporates your company or brand name into a uniquely styled type font treatment.
Logotypes can be treated by hand-drawing letters, characters or symbols that have been
rendered in such a way as to intrigue the eye and capture interest. Images can also be
integrated into logotype, often to great visual effect. Factors of prime consideration when
selecting a logotype or word mark is legibility and ease of recognition, even when
reduced to the size required for printing business cards.
Combination marks
Combination marks are graphics with both text and a symbol/icon that signifies the brand
image that is being projected for the company. Concise text can complement an icon or
symbol, providing supplementary clarity as to what your enterprise is all about.
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There are integrated and stand alone combination marks. For instance, ―always‖ logo has
the text separate from the icon while the logo of ―Ghacem‖ has the text with the graphic
integrated.
2.10 Graphic Design
According to Kaj et al (2008:3) the term graphic design is define as:
A number of artistic and professional disciplines which focus on visual communication
and presentation. Various methods are used to create and combine symbols, images
and/or words to create a visual representation of ideas and messages. A graphic designer
may use typography, visual arts and page layout techniques to produce the final result.
Kaj et al added that common uses of graphic design include magazines, advertisements,
signage, product packaging and web design. For example, a product package might
include a logo or other artwork, organized text and pure design elements such as shapes
and color which unify the piece. Composition is one of the most important features of
graphic design.
Further, they noted that a graphic design project may involve the stylization and
presentation of existing text and either pre-existing imagery or images developed by the
graphic designer. For example, a newspaper story begins with the journalists and
photojournalists and then becomes the graphic designer's job to organize the page into a
reasonable layout and determine if any other graphic elements should be required. In a
magazine article or advertisement, often the graphic designer or art director will
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commission photographers or illustrators to create original pieces just to be incorporated
into the design layout.
Writing under the same subject, the New Standard Encyclopedia (2008) Edition, explains
that
―The term graphic design can refer to a number of artistic and professional disciplines
which focus on visual communication and presentation. Various methods are used to
create and combine symbols, images and/or words to create a visual representation of
ideas and messages. A graphic designer may use typography, visual arts and page layout
techniques to produce the final result. Graphic design often refers to both the process
(designing) by which the communication is created and the products (designs) which are
generated.
Common uses of graphic design include magazines, advertisements, product packaging
and web design. For example, a product package might include a logo or other artwork,
organized text and pure design elements such as shapes and color which unify the piece.
Composition (visual arts) is one of the most important features of graphic design
especially when using pre-existing materials or diverse elements.
According to an article by Lewis (2006:7), on Buzzle website, Graphic design is an art
and for professional results you should be utilizing the skills of someone that can
demonstrate relevant experience in the field of design, advertising, typography, print and
the use of colour.
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2.10.1 Basic Types:
According to Pakhare (2008) in a publication at Buzzle website, there are four forms of
graphic design used to identify and impose concepts and ideas to the world. They are as
follows;
2.10.1.1 Image Based Graphic Design;
In this type, images are used to represent the meaning of the information. Images not only
convey things but also help to understand the mood of the situation in a better way. They
can be paintings, photographs; pictures which are rendered graphically etc but should be
relevant to the information. People can understand things and respond immediately if the
message is conveyed through images.
2.10.1.2 Type Based Graphic Design:
Some graphic designers rely on words rather than images. For image based graphic
design, typography and calligraphy is used to attract and arrest the readers to certain
posters. A simple page containing some text with no alignment and clarity can be
converted into an attractive graphic design by changing type size, font, dividing the page
into two columns, increasing space width, using different forms of calligraphy etc. This
job is effectively done by the graphic designer.
2.10.1.3 Image and Type Based Design:
Designers use another method to communicate with the people. This method contains
both images and text which are used to explore the ideas of the service providers. It is the
job of the graphic designer to maintain a perfect balance between the text and images.
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The Graphic designer acts as an interface between the providers and the public. They
collect information from the providers, understand their requirements and design the
graphics shot at it is easily understood and grasped by the people.
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CHAPTER THREE
METHODOLOGY
3.0 Introduction
This chapter is looks at the methodology of the study. It describes the various procedures
and techniques the researchers followed to accumulate data for the study and to produce a
simple and attractive corporate identities for ―Uni Nuk Ventures‖. It also highlights data
sources and the tools. Materials and equipments employed.
3.1 Research Methods
Analytical and descriptive research methods were used in this study. The analytical
method was used to analyze the effect that corporate identity would have on Uni Nuk
Ventures. The absence of corporate identity of Uni Nuk Ventires prevent the company
from been recognized. This also causes the low patronage of service and product as well
as prevents the company from doing business with other firms that are well recognized.
The researchers used descriptive method to describe the tools, equipment and materials
used in this project. Furthermore, this method enabled researchers to describe in detail the
design processes of the corporate identities of ―Uni Nuk ventures‖.
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3.2 Collection of Data
Data on the institution’s profile, the challenges involved in each unit and the operation
systems were gathered from Heads of the various sections. An interview was conducted
to know from management the brain behind the establishment of the company and it
activities.
The libraries that were accessible to the researchers were the Takoradi Polytechnic and
Western Regional Libraries, all in the Sekondi Takoradi Metropolis in the Western
Region. Also the World Wide Web (internet) was frequently visited for related topics and
literature on corporate identity and other topics relevant to the execution of this project.
3.3 The Production of Corporate Items
The corporate items that were produced under this project include company’s logo,
letterhead, communication card, receipt book, envelop, T shirt and identification card.
Different sketches on works to be done or produced started from thumbnail sketches,
rough sketches to comprehensive sketch were undertaken before the actual production
was done.
3.4 Tools, Equipment and Materials Used
3.4.1 Tools and Equipment
Pen and Pencils: These were used in drawing the thumbnail and preliminary sketches.
(Examples are HB, 2B and felted pens).
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Computer: The computer was used in the designing of the corporate items and the
typing of the write-up. The computer used was made up of operating system: Microsoft
windows XP professional version 2002. Processor: Intel Pentium III. Speed: 866 MHz
Memory: 254 MB RAM. VGA: 1152 × 864(24 bit) (60Hz).
Printer:
It is a machine which is used to print on paper using ink. It is connected to
a computer. The printer was used in the printing of the write-up and the corporate items.
The specs of printer: HP office jet K1703.
Coral draw X3: Is a comprehensive vector – based drawing and graphic design program.
All the final works were done by this computer software.
3.4.2 Materials
Paper: Papers were used for the drawing of the thumbnail sketches and the printing of
the works.
Card: It is made of thick stiff paper. Card was used for the printing of the
complementary cards. Example: Manila card
Ink: All the printing was done by the use of various colors of ink. Ink specs: HP
office jet 130 and HP office jet 134.
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3.5 Limitations
Acquiring information for the project posed a lot of difficulties due to insufficient books
on related topic in the library therefore, making the review of literature difficult. Since
printing forms an integral part of the finishing process of the project getting quality print
outs of corporate items was a problem due to lack of quality printers in the mini press
houses in town. So printing has to be done over and over again before quality print outs
made therefore causing the researchers financial lost. Another constraint faced was the
computer used. Along the way, it was corrupted by others due to the gathering of
information from internet and other computers with pen drives which are easily attacked
therefore delaying the time allocated for finishing.
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CHAPTER FOUR
Design, development and implementation
4.0 Designing Process for Corporate Items
This chapter takes a critical look at the design of the corporate items mentioned under the
previous chapter. Detailed step –by-step procedure is spelt out here.
This is the stage where selective design discovered and approved for a comprehensive
work is accomplished. More so, one is assured of good work.
4.1 Production of Logo
Final designed logo for ―Uni Nuk Ventures‖
Fig. 1
Procedures for production of logo
 Lunch CorelDraw software
Start→ All programs→ CorelDraw X3
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Fig .2
 CorelDraw Environment and Work Page
Select FILE→ new (click on ―file‖ menu and go to New to display a new page) as shown
below.
Fig .3
Text Insertion
 Insect Text by clicking on
TEXT TOOL and type (UNI NUK) on the working area
 Click on ARRANGE on the menu bar
and move down to select
BREAK TEXT APART
This helps in seperating the text.
41
 Using the SHAPE TOOL
Which helps to manipulate and work on the text , click
click the edge of the (N) and and drug carefully untill it look like the shape below
 At this stage the text may look like this
 Using the above procedure, change the font style of all the broken apart text to look like
this
Colour Application
 This stage applies colour by clicking on
and then go to UNIFORM
FILL to display the dialogue box below
Fig.4
 From the above, fill and regulate colour to logo specification. its compositions are (Red
231, green 120, blue 23) and (cyan 0, magenta 60, yellow 100, black 0).
Plate 1
42
 To ensure that the logo is distinctive on a background, an out line is applied. To do this
 Click on the OUTLINE TOOL
to give text a solid out line.
With the text selected, set outline to 8 pts.
Plate 2
 Above is how the final logo looks like after following the procedure.
4.2 Production of other corporate items
4.2.1 Procedure for designing official receipt
Receipt is one of corporate identities that give evidence for doing business with ―Uni Nuk
Ventures‖ and also communicates company’s logo to the public.
Final receipt produced.
UNI NUK VENTURES
.........................cedis.....................
Plate 3
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Creating the layout
 Click on the RECTANGLE TOOL
to select it. Note that the cursor changes to a
cross.
 Receipt size (Width 15mm, Height 10mm).Create a rectangle by clicking and dragging.
Colour Application
 Click on the rectangle created to select it and go to
to display the dialogue box
shown in Fig .4
 Click on the UNIFORM FILL to select colour and its compositions are (Red 237, Green
179 and Blue 131).
 Click OK to apply colour to rectangle created.
Text Insertion
 To insert texts on the receipt click on TEXT TOOL
, and back to the working space,
click and type text ( UNI NUK)
 Click on the PICK TOOL
. To select it this helps to pick texts forms and pictures
and move them about easily .this tool also helps in arranging your texts
 After arranging everything, press Ctrl + G the short cut for group to group.
44
 To save final work click on FILE on the MENU bar, move down to SAVE AS and click
SAVE.
4.2.2 Final complementary card produced.
Plate 4
Creating layout
 Click on the RECTANGLE TOOL
to select it and create rectangle by clicking
and dragging
Colour Application
 Click on the rectangle created and then back to the
. A dialogue box appears,
click on the UNIFORM FILL as shown (fig 3) to select colour and click OK to colour the
rectangle created with colour composition been (C:0, M:44, Y:87 K:0) and (R:218,
G:149, B:33)
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Text Insertion
 To insert text on the call card, click on TEXT TOOL
, and back to working space,
click and type in your text ( UNI NUK)
 The PICK TOOL
. helps in arranging text as shown below
 After arranging everything, press Ctrl + G the short cut for group to group.
4.2.3 Final letterhead produced
~valuing your healthy lives~
Date.........................
Ref No: ....................
Phone : 0243379833
E-mail :uninukventures@yahoo.com
Plate 5
46
Creating layout
Here tools are shown because it has shown on previous pages.
 Lunch coral draw x3.
 Select paper size A4 on property bar and click on portrait icon on property bar.
 Select BEZIER TOOL, click on work page drag and click again to draw a line.
 Click on OUTLINE TOOL, select and click outline pen, a dialog box appears pick 4.0pt
and click OK to increase outline.
 Add colour to line by pressing colour orange on the colour palette.
 Duplicate line by clicking EDIT on menu bar and click duplicate.
 Minimize line by holding onto middle edge node and drag.
 Duplicate logo and fade it into background by clicking on INTERACTIVE
TRANSPARENCY TOOL and drag over logo.
 Pick TEXT TOOL and click on work page and type text.
4.2.4 Final envelop produced
~valuing your healthy lives ~
Plate 6
47
 Select paper size envelope#9 on property bar and click on landscape icon on property bar.
 Click on RECTANGLE TOOL drag across work page to draw rectangle.
 Click on EDIT on menu bar and select convert to curves.
 Modify shape of rectangle using SHAPE TOOL by manipulating nodes.
 Duplicate logo and fade it into background by clicking on INTERACTIVE
TRANSPARENCY TOOL and drag over logo.
 Select ELLIPSE TOOL, click on work page, press ctrl and drag to draw a perfect circle.
 Click on OUTLINE TOOL, select and click outline pen, a dialog box appears pick 4.0pt
and click OK to increase outline.
 Add colour to circle by pressing colour orange on the colour palette and right click on
colour white to apply colour to the outline.
 Click on INTERACTIVE DROP SHADOW TOOL and drag over circle to create
shadow.
 Insect text by clicking on text tool and click back on work page and type.
4.2.5 Final I.D card produced
Name:
Title :
ID No:
Valid:
Exp :
Plate 7
48
Creating layout
 Click on RECTANGLE TOOL drag across work page to draw rectangle.
 Click on EDIT on menu bar and select convert to curves.
 Modify shape of rectangle using SHAPE TOOL and pulling node downwards.
 Click on OUTLINE TOOL, select and click outline pen, a dialog box appears pick 2.0pt
and click OK to increase outline for logo and colour it with white.
 Fade logo with TRANSPARENCY INTERACTIVE TOOL. Duplicate it and arrange on
the background.
 Click on FILL TOOL and select fountain fill dialog, a dialog box appears, select colours
and click OK.
 Insect text by clicking on TEXT TOOL and click back on work page and type text.
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4.2.6 Final design for T Shirt.
CREST
Plate 8
~valuing your healthy lives ~
BACK
Plate 9
4.3 Analysis of colours used
The capacity of colour to convey a great variety of feelings and moods is useful in
corporate identity and for rapidly communication of basic sales message of products to
customers. A colour help to identify a brand, draws attention and also have strong
psychological influence on potential customers therefore making it a very vital
component in corporate identity.
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Colour orange is the corporate colour of Uni Nuk Ventures and was chosen by the
management of the taken into consideration the vision and mission of the company as
well as the products produced. Research has shown that red and yellow are appetite
colours therefore the combination of these colours produce orange which suits the agenda
of Uni Nuk Ventures since most of their products produced are beverages.
The colour orange represents the loyalty and friendliness of Uni Nuk Ventures to its
cherishing customers and the black signifies luxury in the view of Uni Nuk which shows
how comfortable it is to do business with the company. Below are the Hexadecimal codes
of colours used. Orange # FF8000 and Black (safe SVG Hex 3) H000000.
4.4 Implication of logo
Logo is a brand identity image, or a tag of a company. It is a tangible concept that
provides Uni Nuk with a visual image, which is perceived through its nature. Lucida hand
writing font was used based on the concept of Uni Nuk friendliness to customers. The
letter N of Uni Nuk has one of its vertical strokes extended horizontally downwards to
the beginning and end of logo which it forms part of and signifies how the company cut
across from young to old. The vertical extension that goes beyond the horizontal strokes
signifies the stability of the company. The black outline shows how safe the products of
Uni Nuk are.
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4.5 Implementation
All application programs allow the user to serve a given document in a wide variety of
file formats. A file format is simply a way of storing information to suit certain purposes
for particular software which cannot be useful to others. For the seek of future
manipulation of the corporate identities the designs are saved in CDR – Coral Draw file
format. Coral Draw file format is used to store designs that are made in coral draw.
The corporate identities created can function in many ways including logo used for
website, branding and signage. Letterhead used in the offices and T- shirt used for
advertising, I.D card identification of company and receipt for stores and selling of
products.
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CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.0 Summary
This project was embarked upon to design a corporate identity for ―Uni Nuk Ventures‖ to
assist in enhancing the search for recognition and advertisement within and outside the
country. The first chapter of the project looks at introduction that comprises of
background to the study, limitations, problem statement, scope of study, significance of
study and definition of terms.
This study also gives critical assessments based on the related literature of the project
topic and definitions by a number of writers to come out with a good project as far as
corporate identity is concerned. Equipments, tools and materials such as ink, pencil,
computer, printer, et al., served as factors in the production of the final project.
The third chapter deals methodology where the area of study, procedure for data analysis,
tools and materials used are discussed.
A systematic approach is introduced in the designing and production of items that
makeup a corporate image. Aside the use of pencil for the sketching of the logo, the rest
of the designs were rendered on the electronic media. The final part talks about the
summary, conclusion and recommendations.
The execution of this project has really helped the researchers a great deal in their
adventure and given them depth knowledge about what research can offer.
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5.1 Conclusion
A company’s identity is not identified alone by their services based on the kind of things
produced but through the visual things seen by the public.
Physical items such as business cards, letterheads, stickers, etc., apart from the logo
which is used to design these items could be used to create much awareness of what
exactly goes on in the work place.
To advertise more products in this era of development to boost image of a company and
promote sales, corporate identity should not be a second issue of discussion but the first
priority of every organization for great expectations.
Irrespective of an organization’s fame, it cannot reach the height of companies which
have come to the realization to make corporate identity their first choice.
It ergo serves as ringing storm in organizations and other corporate bodies to keep
watering their managerial skills for fresh growth.
In conclusion, this project of academic exercise has helped the researchers to know the
different ways in which corporate identity can be used in promoting the image of an
organization.
It has also helped the researchers to know what corporate identity is all about the effect it
has on an organization aside other medium.
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5.2 Recommendations
Based on the above stated information, the researchers recommend that, projects on
corporate identity should be used as reference materials. This can be stored in the
libraries to educate and inform students, on the criteria for keeping a good image of a
company.
It will also enhance the performance of students who want to be abreast with corporate
issues in the tertiary level before entering into the job market.
Enough books on corporate identity should be made available in the libraries aside that of
the project reports to help researchers come out with good write-ups.
In view of this, mini seminars, symposiums and exhibitions could be organized to
enlighten students on corporate image as far as graphic design is a matter of concern and
to showcase to them some of the standard works done by their predecessors. They can
also be given a chance to take part in such exhibitions, to create the atmosphere for them
to give what they have whiles learning what they being given.
Corporate identity should also be a full time program in the tertiary level to help students
study the nitty-gritty of it, since it is an area of interest especially to the graphic student.
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