The importance of design in corporate identity

There are millions of companies, brands and products today. They all have to compete in the market to attract as many users as possible. In a business environment as competitive as the one we live in today, it is important to know how to differentiate yourself and find a competitive advantage that makes us stand out.

There is no doubt that an institution or a company cannot be defined solely by what it does or by the products or services it offers. Within each company there is a universe of its own. This is made up of its objectives, its philosophy, the relationship it maintains with its clients or employees, as well as each and every one of the elements that form part of it.

One of these parts plays an essential role in promoting the company: corporate identity.

Corporate identity arises from the combination of verbal identity with visual identity. Company name and branding.

Perhaps we can think at first that the naming is the most important part of corporate identity. But without a doubt – although choosing a name that represents our company is difficult – we should not take away the importance of the visual identity.

Visual identity It is the way the company has of having a first contact with its potential clients and of making itself known. The brand has the capacity to transmit the values and of visually represent the company.

If we do not have a clear corporate identity, we will go unnoticed or even be confused with our competitors. The red color of Coca Cola, the apple and the clean design in Apple or the light bulb that replaces the letter Yo from Pixar. These are characteristic elements that have become icons that we all know and can differentiate.

The image we want to convey to the outside world is a tangible value. This will represent the intangible aspects that make up our company (such as the mission, vision and philosophy). For this reason, when creating a company's image we have to take design into account.

A good design will make us recognized and will help us build the corporate architecture we are looking for.

Who are we targeting? What do we want to convey? What are our values? What is our goal? What do we want the user experience to be like?

These and many other questions are the ones we have to ask ourselves before starting to develop the design and image of our company or product; because each color and each typeface mean and represent different values and we must use each element appropriately. We want attract attention and get new consumers; for this design is decisive.

A clear example of how well designed and crafted corporate identity are. Starbucks. In addition to its distinctive logo and the atmosphere they have managed to create in their stores, the coffee company continues to innovate every year to surprise its consumers. But they never forget their design and their characteristic elements:

In the digital and new technology environment, design continues to be a key element of corporate identity. Websites and social networks are media that help us to address our clients directly. They have radically changed the relationship between brands and users. For this reason, it is important that we follow the same visual line in each and every one of the media in which we are present. Companies must know how to adapt to new media. They have to bring their image to each one of them, to continue to transmit their values clearly to the public and thus avoid confusion.

The same is true in the mobile application environment:

The world of apps is still a young sector that is growing and exploring its possibilities. The growth of Smartphone use is exponential. It is positioned as the main device through which we access the Internet. 88.3% of users connect via mobileEvery day more companies create their own app, with the aim of reaching more users and improving their online presence.

Regardless of whether we develop a mobile application native, web or hybrid; we will have to adapt the image, the functionalities and the characteristics that we want. In this way we will achieve that the user experience is useful and effective for those we want to address according to our objectives and needs. Thanks to the Personalization that we create in our app, we will attract consumers who are truly interested in our product.

If design is not your strong suit, you can use elements or pre-made templates to help you. It's a good way to get a look & feel customized for your application without having to spend hours on design. In King of App We can help you achieve the look you want and that will win over users; it's easier than you think!

In short, we can say that Design is a key and indispensable element. We must take this into account when developing the corporate identity of our company. Regardless of the medium in which we communicate, the image and brand must be original and recognizable with the values we want to convey; to get closer to our users and create a unique brand image.