Identity

Design of Corporate Identity plays the a key role in brand recognition and market positioning of any business. It deserves a great deal of consideration and commitment, as the well designed logo quite often remains with the company for the life. It becomes a symbol, imbued with meaning, distinct and recognisable over a period of time. It is the first thing to consider when a business is formed and should be taken very seriously. Changing the logo at a later stage can cause a lot of headaches.

The job itself (designing the corporate identity) is probably the hardest to evaluate in terms of dollars and time required, as the possibilities are limitless and the results are often determined by the budget provided. The difference between the Telstra logo and the logo of the local butcher shop is $50,000 dollars in design fees and six months in the making. Everything else fits anywhere in between.