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Use the space below to begin developing your corporate identity. You may want to draw pictures, as well as use words and phrases, to develop the look, feel, and message you want to convey. You will continue this process in Week Six.

Business name

Tagline and keywords for marketing material

Logo

Colors

Distinct product design

Distinct packaging

Decor, employee clothing, or other unique identifying features

While red is considered lucky for some ethnic groups, it’s viewed as a sign of danger or action to others, so consider your target market. Other colors have developed different associations: pink is viewed as feminine, pastels are associated with babies. Colors also go through fads, so be careful to choose a color that won’t be dated too quickly.

Since referring to colors just by generic names (“blue,” “teal blue,” and the like) is very imprecise, professionals use a system to identify particular colors. You’ll want to learn the “PMS” numbers (which stands for “Pantone Matching System”) of the specific color(s) you choose so you can give future printers and designers the exact colors you want.

Since you’re likely to use your color palette on your website, keep in mind that some colors do not display well on computer monitors. Check your colors on several different monitors before finalizing your choice.

Be careful also about how many colors you use in your business. If you use too many, it can become expensive to print your stationery, business cards, packaging, and so on.

Write down your thoughts for logos, taglines, colors and other aspects of your corporate identity on the “Creating My Identity” worksheet on page 38.