Story of a Brand: How to Create A Corporate Identity

Video Provides Branding Tips

Tips for creating a brand image for a company or nonprofit organization are presented in a new four-minute online video, “Story of a Brand,” which may be viewed on the Fletcher Prince website and on YouTube.

The Psychological Impact of Color
Graphic designers present their clients with brand colors that are not only eye-catching but which are also meaningful for a company’s customers.  For example, Fletcher Prince owners David Hyson and Mary Fletcher Jones discovered that their small business clients wanted to try new design and marketing ideas, but were uncertain how to begin working with a creative design firm.  So, David and Mary decided to create a “friendly” and “accessible” brand to attract small business and nonprofit clients to Fletcher Prince.  They selected citrus green and orange as their brand colors because the colors suggest attributes like “new,” “fresh,” and “friendly.”  The trendy colors also set Fletcher Prince apart from its more conservative competitors who tend to choose traditional blues and reds for their websites and marketing materials.

The Symbolism of Logos
Most logos are symbolic, conveying a basic attribute associated with the company.  David and Mary discuss the symbolism behind the Fletcher Prince logo in the video, “Story of a Brand.”  When designing their company logo, the two researched the preferences of their typical clients — small business owners and nonprofit organization managers in their 30s through 50s.  Many of their clients also happened to be women.  After looking at magazines and stores that cater to these customers, David and Mary selected a design motif that their clients would find appealing, and which would also communicate an essential idea about their company.

They chose the asterisk (*) motif for the Fletcher Prince logo not only for its popularity with women in that age group, but also because the asterisk indicates something extra and special, a quality of Fletcher Prince’s customer service.  The logo’s off-center orientation reinforces the attribute of “difference” and symbolizes how Fletcher Prince is different from its competitors.

“In our experience, designs that are attractive to professional women are also generally appealing to men, while the reverse is not always the case,” explained David.  “The design of our logo positions Fletcher Prince as a company that is responsive to the needs of professional women, as well as men.”


About Mary Fletcher Jones

Mary Fletcher Jones is a mom, teacher, and blogger. She is also the creator of "Living Well With Autism," an online resource for caregivers of children, teens, and adults with autism and related special needs.

Posted on January 30, 2009, in Marketing Tips. Bookmark the permalink. Leave a comment.


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