CIS

IMAGE SELLS ! And a consistent image sells consistently. In the current scenario of globalization, a standardized, consistent image is essential to attract new clients and retain the existing clientele. The tastefully designed interiors of many showrooms provide a very elegant and customer friendly business environment. But what about the first point of contact ?

The first point of contact between a business associate (be it a customer, a vendor , an employee or a share holder) and with business is actually OUTSIDE the business. To be more precise, on the elevation fa�ade of the business premises. How well the elevation of the premises carries the name of the business is what determines the first impression as perceived by any person concerned with the business. A clean, crisp, fresh and consistent reproduction of the corporate identity gives the perception of a highly professional, organized and efficient Business. Just like the SIGNATURE of a person represents his IDENTITY, the SIGN (ature) of the business represents its IDENTITY.

The key factors that make up corporate identity are COLOUR, GRAPHICS, SIZE and CONSISTENCY. These key factors when used in the right combination generate a formidable corporate identity. This identity when applied consistently with standardized specifications results in the creation of a BRAND. As an economy matures, branded products and services gradually overtake the old commodity based system. Anything that one can imagine gets branded and the investment in nurturing the brand starts paying back in the shortest possible time.

A brand embodies the set of values of the organization. It is thus essential to ensure that the customer can identify the brand as a reference point, the employee can enjoy the pride of being a part of the brand and the shareholder can unlock the value of the brand by way of higher valuation.

: : KEY FACTORS
A standardized Corporate Identity is the result of several key factors. These comprise

Colour The single most important factor in any standardization program is the colour scheme. It is the most visual factor with a very high recall rate. Points to be considered while finalizing the colour.

• The colour should be preferably distinct from what is generally used by the competition.
• The colour should depict the organisation culture.Different colours show different traits like
          aggressive, soothing, professional, staid, orthodox etc.
• The colour should be consistent across the population. Also, ideally, the colour should be as true as
          possible when compared in reflected light and transmitted light.
• There should be sufficient contrast between the background and graphics for enhanced readability.

Graphics The Corporate Identity Standardisation Program (CISP) is a brand building exercise and not a medium for giving location, address, services etc, relating to the business. Points to be considered while deciding on the graphics are :

• Uncluttered. The graphics should depict a clear and crisp image. In addition to the logo,
         they should show the intended brand name (not necessarily the full statutory name).
• Style. Should be friendly. Neither totally authoritative nor totally frivolous.
• Height & proportions. The letter heights must be specified and strictly followed. Preferably,
         a relationship between the available facia width (height of the sign) and letter height should be set in percentage terms.
• Placement. The graphics should be so placed to give a definite character. Graphics should be used to
         break the montony of large blank spaces.

Size. Irrespective of what one may say, size does matter. While While looking at place of busineses, all other things being equal, bigger is always perceived to be better. The fascia can be cleverly used to give the impression of a large premises. Inturn, this impression gives perception of a larger, stronger organization.

Specifications and drawings. It would be impossible to implement a Corporate Identity Standardization Program without freezing the specifications and drawings. These needs to be detailed based on the warranteed life required. The various components involved should be compatible and should be finalised on the basis of performance expected or requested. Using the best available media for the sign face and compromising on the electricals or tensioning systems or cabinet fabrication, or access panels is bound to raise problems of failed signs within a short span of time.

Consistency. Whatever is finally designed & implemented should be consistent. Inconsistency leads to confusion and confusion leads to a bad image. Obiviously a bad image leads to loss of business.