Corporate identities provide many connection points to communicate with your target audience. The consistency and recognition of many different components at every point, from logos to business cards, from websites to promotional materials, forms the whole of the identity and creates the desired impression on the target audience. So why is consistency in corporate identity so important?
The most important reason is to ensure that your audience instantly recognizes your brand. When the colors and fonts you use, your logo, and other design elements are the same across the platforms you exist on, someone in your target audience can quickly recognize you even when they only encounter one of your marketing materials.
Consistency is directly related to trust, and being consistent is an important tool to increase trust in your brand. When your target audience, to whom you present your corporate identity, encounters the same tone, the same visual signs and the same messages in every medium you use, they gain familiarity and make the brand communication experience permanent. People want to strengthen communication with brands that they encode as strong and consistent in their minds. In this article, I will talk about a very important component that supports consistency in corporate identity: corporate pattern.
Effects of corporate patterns on the messages the brand wants to convey
While creating our corporate identity with colors, symbols and shapes, corporate messages are used to convey the message we want to give in the simplest and most effective way. These messages serve to place the information about the brand at the subconscious level. When used in a balanced way, these messages become a part of the brand's visual communication language and act as a bridge by strengthening and unifying the brand's image on various platforms. If messages are used with a shape or symbol that points to a specific part of the brand, the user experience expected to be significantly related.
A logo form turned into a pictogram or a pattern specially prepared to represent the brand helps to reassure the target audience about the stability and reliability of the brand. For this reason, the use of patterns in corporate communication should be considered a thoughtful but signature behavior. When people see the brand's pattern on the website, social media tools, business cards, advertisements or anywhere else you can think of, they should think of the entire brand.
Corporate patterns add an extra layer to the visual identity of the brand and create complexity. The shapes used in the patterns create an impression about the brand.
How do you use corporate patterns in a way that works for you?
The most effective way to create an impactful pattern is to choose a motif that is compatible with the personality of the brand and will also resonate. The pattern will add movement to the brand in accordance with the dynamism of the age and It must be related to the sector in which the brand does business and can be applied consistently across different media, from digital to print.
Consistency in corporate identity is more than a group of successfully delivered graphic design files, and corporate pattern is a strategic move that helps strengthen brand awareness, increases trust and improves brand communication. When you use it with a pattern specifically designed for your brand, your logo becomes more than just a logo and remains a permanent presence in people's minds.
