| On many websites now, you can create an | | | | not something that is created overnight, but is |
| avatar to represent you. An avatar is basically a | | | | instead cultivated throughout the life of your |
| caricature that you can tweak to look as much | | | | business. |
| like you as possible, without being an actual | | | | In the example of the avatar above, your |
| picture. As you chat or send emails, the people | | | | corporate identity is you. Your logo, however, is |
| with whom you are communicating will see your | | | | like the avatar. It is only a representation of you. |
| avatar. When you are talking to someone whom | | | | Logo |
| you have never met, it helps them get an idea of | | | | Your logo is only a part of your corporate |
| what you look like. | | | | identity. If you have a good logo, then customers |
| Your avatar, however, is not you. It is only a | | | | will think of it when they think of your company. |
| representation of you. | | | | They will immediately recognize your logo. Still, it is |
| Keep that thought in mind as you embark on | | | | only a part of the overall image of your company, |
| starting a business. One of your primary goals will | | | | which is your corporate identity. |
| be to create a corporate identity; to establish | | | | Your logo, if designed correctly by a professional |
| what your business is in the business world. At | | | | company, is your corporate identity all wrapped |
| some point, you will also create a logo for your | | | | up into one little image. Through colors and fonts |
| business. These two things (corporate identity and | | | | and design features, your logo is made to project |
| logo) are not the same thing, though they are | | | | the purpose and drive of your company. It is |
| often considered as such. Let me explain. | | | | supposed to convey all of these things to |
| Corporate Identity | | | | customers, simply by being on a sign or on the |
| Your corporate identity is your business. | | | | pages of your catalog printing. |
| Everything that is projected by your business, | | | | Your corporate identity is something that you |
| taken as a whole, is your corporate identity. | | | | have to constantly work on and revise. You must |
| Every image that your company projects, every | | | | always be conscious of how you are perceived |
| ad that you design, every catalog printing that | | | | on the market. Your logo, however, is designed |
| you distribute, every booklet printing that you | | | | with these things in mind, but is then left to do its |
| send out in your company’s name: all of this | | | | work. You will likely want to change your logo |
| makes up your corporate identity. | | | | from time to time, but for the most part it |
| Whenever a customer thinks of your company, | | | | remains static. |
| the image that he or she sees is, to that person, | | | | Do not let your customers confuse your logo |
| your corporate identity. Every decision you make, | | | | with your overall identity. The logo is only a small |
| from the most important to the most mundane, | | | | part of the big picture. |
| contributes to your overall corporate identity. It is | | | | |