The most identifiable characteristic of the brand may well be a powerful and memorable logo that stands out from the competition. And yet the logo must not be simply decorative and cosmetic. Because brand strategy decisions are so crucial to the success of a brand, assumptions about the brand must be explored and challenged, enlarging the range of viable options in order to reach the best solution.
Besides the obligation to leverage the brand strategy in the marketplace, the logo must also convey a powerful emotional appeal that emanates from the core of the company's unique brand personality. This added dimension raises the logo beyond the level of a more ordinary design.
The iconic FedEx logo provides an excellent example of the impact of a powerful logo that communicates on more than one level. While the subtle arrow buried within the logo (between the E and the x) may not be immediately apparent, once a person sees it or has it pointed out, it jumps out at them, subtly communicating action and the forward thinking of the company. Plus, it adds an element of fun for the viewer: a secret message from the company for those "in the know." The FedEx logo is a classic case of communicating the corporate identity through compelling visual means.
Supporting the logo with a uniform and well-defined corporate identity system provides the company with a cost-effective means for ensuring that each communication is linked to every other communication; and that all of the expressions of the company's brand, across all of the operating units, products and services, deliver a common message.
Implementing a well-designed corporate identity has helped very large companies to realize significant savings in identity management that, in some cases, have offset the cost of converting the company's existing assets to the new corporate identity system. A well-conceived and well-executed corporate identity program builds in pre-set quality elements while continuously reinforcing strategic marketing objectives.The stages of corporate identity development include the following: