Designing a corporate identity: What are your company’s core values or mission and vision statements? What qualities do you want the public to associate with your company? Construct an image around your answers to these questions. Strength, confidence, care, leadership, service—these are examples of qualities that your identity can represent. You can use an image drawn from the world (e.g. Jaguar) or design your own image (e.g. the Adidas logo or Nike swoosh). It may be helpful to hire a consultant and/or a graphic designer to guide you through this process.
Changing your corporate identity: A new corporate identity can attract attention, but don’t change your identity on a whim. You spent years building an identity, and a change can cost you some of the recognition you have previously earned. Think carefully about the corporate image you want to convey to the public and then decide whether you need to completely change your identity to display that image.
Use it everywhere: The more you use your corporate identity, the more familiar it will become to the public. Display the image and text both within your office and on everything that proceeds from your office. Instruct employees to emphasize the design in their conversations with clients and customers.