Corporate identity

The principles of typography in corporate graphics and signage are consistent with other uses in graphic design. Logotypes may be composed of type, or from altered or newly drawn letterforms. Logotypes are marks which consist of pronounceable words, such as "Coca Cola," "Ford," or "Exxon." "They make excellent identity devices because they are related to visual and phonic codes with which we are familiar, unlike abstract symbols" (Berryman 16). It's important to note how the logotype sounds and how the letters relate to one another. One challenge is to maintain a balance between visual creativity and legibility. Logotypes that are highly unique may be difficult to read and therefore lose value, as do very clear and boring logotypes with no visual appeal.

Alan Peckolick, a New York-based designer, believes that abstract symbols are overused in corporate identity and that it’s time to go with type and image. He believes the all-type Coca Cola logo is the most effective because it’s so easily recognizable. “The graphics and the type that I put into a logo should help solidify the message both on an intellectual and an emotional level,” says Peckolick (Aldrich-Ruenzel 46). He wants people to be able to relate to corporate identities. Peckolick likes to either create an original letterform, or change an existing one. He thinks this gives attitude and flavor, not to mention a personal touch.

For one logo Peckolick created for a soft drink bottle, he drew inspiration from neon signs of 1950s diners. The labels on the soft drink bottles are die cut aluminum, which reflects that signage. He drew the letters by hand and the different colors of the background circle reflect different flavors. Another logo he created that’s used by New York University is based on Times Roman. The letters are tightly kerned, which makes it a symbol rather than a word. The letters are all small caps, with the first letter of New, York, and University being upper caps. He chose this style because it creates a beautiful shape (Aldrich-Ruenzel 47).



Image source 1: http://www.toponesrl.com/coca_cola/coca_cola_med.jpg
Image source 2: Aldrich-Ruenzel, Nancy, and John Fennell. Designer's Guide to Typography. New York: Watson-Guptill Publications, 1991.