The act of creating a visual identity for a company not only focuses perceptions by defining, clarifying and communicating what is often a somewhat unstructured set of cultural components. But also acts as a management tool: consolidating internal morale, speaking with clarity to the market lace, and carving out a competitive individuality.
The creation, establishment of the logo requires utmost care. The company goes through a series of steps, like getting a fix on the existing perception of the company, doing research among the key constituencies of the company like the financiers, investors, customers, business partners, associates and employees, defining the management vision and philosophy. The gap between the findings of the perception study and the corporate personality are thus identified. The next step is to work out a perception visually.
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