Corporate Design Style

You may not like the bright orange and nursery school typefaces of EasyJet’s corporate graphic design style, but you can’t deny how strong and recognisable it is.

It’s all down to consistency, in colours, typefaces, proportions, dimensions, spacing and layouts – the corporate design rules. It’s a relatively simple discipline, and not hard to set up, but it pays huge dividends in terms of brand awareness and brand image.

When all of a company’s marketing and sales material is visually consistent, the overall impact is much greater than the sum of its parts.

Maintaining a consistent look speaks volumes about the company: it conveys efficiency, professionalism, quality, cohesiveness and reliability, qualities which customers then associate with the company, its personnel and its products.

Conversely, if a company’s sales and marketing material has an inconsistent look, it suggests a fragmented brand from a slapdash company that’s not well organised. Consistency is reassuring for customers, it makes them feel comfortable, and that means they’re more likely to buy from you.

In a nutshell, it adds value.

Years ago, a corporate design manual describing all the corporate style rules would be a vast ring binder several inches thick. These days a pdf is perfectly adequte, and a lot easier to distribute, which is befitting, because a copy needs to go to everyone involved in creating your documents or graphic designs, whether at outside agencies or for internal communications.

And finally, appoint a custodian, someone responsible for signing off every item that’s produced. That’s the best way to ensure compliance, which is essential if it is to have the desired effect.

Robin Petherbridge

rp@cp-uk.com