Creating a brand identity design can be a very interesting project for a graphic designer. It is challenging to come up with a logo design after thorough market research and deliver the best logo design which can help an organization to enhance their brand presence. Narrowing down the logo and getting the final approval and then getting the world to see it can be extremely rewarding for the designer.
However a logo is just a part of the identity of the brand. Larger organizations require a more thorough approach to corporate branding which can provide a uniform tool to uphold their mission as well as vision, thereby helping in image building. Looking at the latest trends for designing corporate recognition can be an eye opening experience. There has been an increase in a number of bold moves in marketing. Mentioned below are some of the latest trends that have reigned the domain of corporate recognition design:
Brand Refreshing: A change in brand identity can often be the best situation for a variety of reasons. When there is no major change in the strategy of the brand, visually refining or refreshing the existing identity is a more appropriate solution.
Branding Without Name: An unwritten concept in branding is that if the organization does their branding very well for a long time, they can leave their word mark and just keep their symbol as the identity of the brand. Companies like Nike and Apple have used this trend with success.
Incomplete Fonts: In this type of marketing parts of the characters in the name of the organization are intentionally blanked out or missing which creates an illusion and can increase expectations. This is a very interesting and sophisticated branding solution.
Influence of Technology: With the increase in technology, there is more scope to increase brand identity. Websites and apps have become a great way for an organization to improve the global corporate presence. The challenge of developing applications is that they have to be developed in a very small area and have to convey short and effective messages within a limited space.
Better awareness on branding – Many start up organizations fail to see the importance of investing money to enhance their corporate recognition. Many companies fail in their marketing campaign as they are unable to establish the identity of their trade name. There have been various failures in re-branding which suggest the need for greater awareness of the concepts.
By following the latest trends and customising them as per their organizational needs, organization's can develop a strong corporate identity.