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P.O. Box 1421 |
Case Study – Corporate Identity Development
| Background | Vertex Design Systems was a software startup that developed CAD applications for architects. To support a fast ramp-up of sales, the company needed to build a strong brand image so it would be seen as an established player in its industry. The identity graphics, collateral and packaging played key roles in that image. |
| Issues | Identity development is a major undertaking and is often not given the attention is deserves outside the consumer products industries. In the case of Vertex, the identity had to appeal to the architectural community to whom Vertex would offer their products. Budget was also a big concern, as it always is with a startup. |
Solution |
While architects have disparate tastes like everyone else, they have all studied the Bauhaus "form follows function" school of architecture. We determined, then, that a design concept that was simple and clean, even "structural" in feeling, would evoke a positive response from our audience. The company's name is used in all caps in a sans serif font we customized. The theme was carried through by using a Bauhaus-developed typeface, Futura, for the address lines on the stationery. Strict adherence to the corporate identity guidelines and consistent use of the notch and its corresponding design elements helped the company become recognized as a leader in its market within six months of the initial product release. Even early on, the sales people happily reported that when they called on prospects, if nothing else the name was recognized: "Oh yeah. The company with the notch." More corporate identity examples
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The
concept we developed for the "logo" was actually a die-cut notch. The
V-shaped notch forms a physical vertex. It was cut into the top
center of the letterhead, business cards, and literature. Items that
could not be die-cut had a "notch" printed
on them instead. 
