Company Programme:
Corporate Image & Identity
Why Image Is
Everything
© LCSB - YE
What is Corporate Identity?
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A visual means of
identifying a
corporation, company or
organisation
A strategic asset which
helps to achieve the
longer-term
communication goals
Wally Olins’ definition
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Founder of Wolff Olins
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Branding/CI specialists
“CI makes the corporate
strategy visible through
design”, projecting...
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who you are
what you do
how you do it
Do Apple do this best?
YE companies also do it well!
It’s more than a logo!
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The logo is the “signature” not the
letter
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It’s the “tip of the iceberg”
They should be distinctive, easily
recognisable,memorable and reducible
Ideally symbolic too
Name the top 10 logos according to
www.goodlogo.com
Top ten logos
The Corporate Identity Mix
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Logo
Letterhead
Uniforms, livery and signage
Interior and exterior design of buildings
Literature, advertising, annual reports
Products and packaging
Consistency is key throughout
Right down to staff t-shirts
All comms derive from CI
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Every company has a Corporate Image
May be muddled, messy and confused
Ideally clear, strong, positive and
unique
Depends upon management’s ability
this often under-valued resource
Poor CI can hamper any point of contact
Points of contact are many
All equal in the eyes of the consumer
4 key elements of the CI mix
1.
Products/services
2.
Social behaviour, ethics, community affairs
3.
Environments
4.
Communications
2 & 3 of growing importance
It’s in Apple’s mission statement
“Apple computer is committed to
protecting the environment,
health and safety of our
employees, customers and the
global communities where we
operate…..”
Sustainability is starting to lead image
Advantages of good CI
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Can create competitive advantage
Improve sales
Support new product development
Strengthen financial relations
Harmonise employee relations
Boost recruitment
Manage crises
Building a winning Trade Stand
How will you
be judged?
© LCSB - YE
What trade stands must show
1.
2.
3.
4.
5.
6.
Name of the company
Name of school/college and link teacher
Advisers names and their companies
Which YE area you belong to
Your product!
Highlights of sales/finance performance
Show your Mission Statement!!
What might the judges ask?
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What are your company’s beliefs/values?
How did you come up with your business idea?
How would you take your idea further?
What were your biggest problems?
How did you solve them?
Who are your target audience?
How have you worked as a team?
What have been some unexpected costs?
3 key things your stand must say
1.
Who you are
2.
What you do
3.
How you do it
Legs of London
FORCE 7
BEJEWELLED
Purple t-shirts!
The messy one with knitted
octopuses
Black rabbit
Cockroach
Gloyster
Flat trade stand
Enviro-mental
Folded arms
John Paul
THANK YOU!