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The concept of corporate identity and brand-book
Author : svn_dnepr
Views: 65678
23.11.2010 11:48:22
Brand - a collection of items grouped to recognize your company or product on the market products and services.
The concept of corporate identity and brand-book
What are the main differences between corporate identity of the brand-book? Corporate identity is a certain number of items that identify your company. Number of these elements can vary from three to four (with basic set of corporate identity) to several dozen (at the full range of corporate identity).
A brand-book, in turn, literally on the Russian language can be translated as "guide to corporate identity." Brand-book is a beautifully-designed booklet, which is a listing of all the elements of corporate identity. Brand-book is, in some way, instructions for use and application of these elements, which will be described where they can be, and where you can not use.
Using brand-book is indispensable when creating printed materials, taking into account regional requirements, or when transferring the developed packaging for a product manufacturer. Brand-book will help produce well-executed products and remain in the style of the company.
Base (standard) brand-book contains the following elements:

1. Corporate font
This element describes the firm (official), the font of the company.
1.1. The main font (typeface and the name itself).
1.2. Additional font (tips on choosing an additional font in the absence of the possibility of using the base font).

2. Logo
Technical parameters of the logo, a description.
2.1. Corporate (basic) color
2.2. Indenting
2.3. Dimensions
2.4. Invalid use
2.5. Additional colors

3. Business documentation
This guide contains a description of the recommendations and standards for registration of official documentation.
3.1. Facsimile form
3.2. Corporate and personal business cards
3.3. Envelopes of different formats
3.4. Various forms orders, official letterhead, orders, etc.)

4. Client documentation
This guide contains a description of the recommendations and standards for registration of customer documentation.
4.1. Account
4.2. Blanks proposals
4.3. Presentation
4.4. Forms of contracts

5. Print Ads
This guide describes the implementation choices of advertising in print media.
5.1. Modular ad 3.4 tiparazmera)
5.2. The band type of advertising in a periodical (inner band and the cover)

6. Personal identification and uniforms
This guide describes the models of identity, as well as the appearance of the uniforms.
6.1. Tabletop plaque and lapel badge
6.2. Women's and Men's Uniform
6.3. Different types of passes (guest, employee badge)
6.4. ID card staff

7. Presentation materials
This guide describes the recommendations for the creation of products for presentations, as well as examples of typesetting invitations, brochures, etc.
7.1. Presentation on CD-ROM
7.2. Presentation booklets
7.3. Greeting cards, invitations, flyers
7.4. Promotional posters

8. Navigation
This guide contains descriptions of and recommendations on the use of elements of the external and internal navigation.
8.1. Indices on the street
8.2. Tips for missile navigation
8.3. The sign above the main entrance of
8.4. Recommendations for implementation and use of various types of navigation controls:
- Pointer to mount on the ceiling
- Pointer to mount on the floor
- Pointer to mount on the wall
8.5. Navigational elements within buildings (color coding, labels, signs, plates for various offices and doors, etc.).

9. Outdoor advertising
This guide contains descriptions and recommendations for the introduction of the principles of layout of materials of outdoor advertising.
9.1. Electronic Signs
9.2. Advertising billboards in the field of transport interchanges
9.3. Transport advertising
9.4. Light boxes and advertising signs on structures and buildings
9.5. Soft advertising (banners, banners, streamers, flags)

10. Representative products
This guide contains descriptions of and recommendations on the general rules of registration of gifts and corporate attributes, and examples of design of various objects (eg, diaries, etc.).
10.1. Paper records and notes
10.2. Packages of paper and plastic
10.3. Leather and paper folders
10.4. Key chains, T-shirts, business card holders, umbrellas, pens, watches, badges, lighters
10.5. Diaries

This is not an enumeration of all possible elements of a brand-book. For each firm can be developed individual elements. This marketing approach will be extremely important for companies with extensive branch network.
The best time of order to develop a brand-book is in the early formation of your company. If you predict the success of the enterprise in the future, for the formation of a brand-book you need to wait until that time. Optimally develop brand-book simultaneously with the manufacture of internal contracts, manuals, documents.
For the firm will be "on hand" if the development of brand-book will be completed by the start of a campaign or advertising campaign. The main advantage of this condition is believed that this is the most profitable option of accommodation of different information in different media and sources in a short time.

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