December 19, 2011 at 1:27 PM

Are logos really all that matter or is it the service and product? It would be easy to say that your corporate identity has less to do with logos and graphic arts than with quality of service.

But remember, your logo IS your corporate identity. It’s what people identify with your company, so it’s important and complex.

Simply redesigning a company’s corporate image can run into millions when you include repainting the livery on company vehicles, replacing signage on buildings and redesigning and replacing corporate uniforms.

And you may have noticed or worked for companies who routinely change their identity.

That’s a bad sign…a sign that they don’t know who or what they are about. Always remember, first impressions play a major role in the decision-making process.

Projecting a clear, strong, well-designed visual identity is essential. 

Your logo and corporate image should reflect your industry, your business’ personality and your mission. For example, a lawyer is unlikely to use a smiley face in their logo, but a travel agent might.

Companies in direct contact with consumers should express a bolder and more exciting image if they want to stand out from the crowd.

Virgin Airlines, Gap and Fosters are good examples of companies who employ such tactics.

Your company identity should be part of your business plan so that the image that you project represents the type of company you operate. If your business caters to high-end clientele, then your image should reflect that. If you serve the bargain hunter, having an expensive appearance may drive your target consumer away.

Businesses that promote a sense of fun should do so in their logo as well.