At the root of your corporate image and corporate identity is your logo, your single symbol to the world of what your company stands for. It is the foundation and the icon for your company. When your customers see your logo, they are reminded of all their experiences with your company; what they have seen, read, heard and felt about your company. It is critical then that your logo reflects the nature and spirit of your company in a positive way, and if you don’t clearly identify who your company is, you might get an identity that you don’t necessarily want.

Recently, The Marion Group designed a campaign for Venture Cotton Cooperative. We began with their logo design. In order to determine their corporate identity, we first looked at their business plan. We needed to find out who their target audience was – who they were speaking to – and what they wanted to portray as a company. What did they want their customers to know about them? Where did they want to go, as a company, in the future? These were things that needed to be identified before the “digital paintbrush” touched the canvas.

Finding Who Your Target Audience Is

We determined that their target audience was the independent cotton farmer. Contrary to the stereotype that the cotton farmer is simple and uneducated about concepts of “finance” and “world markets” and “cooperatives,”  they are, in fact, hard workers and very intelligent, especially regarding the interests of their business and the world markets for their industry. They have to be. This business is their livelihood!

We also looked at their competitors. In this case, pretty much all of their competitors, for the most part, had the same look, used the same colors and had a generic feel almost as if no thought was put into it. It seemed that they were targeting the stereotyped farmer.

Implementing Your New Brand Identity

So, for Venture Cotton Cooperative, we introduced new colors, styles and concepts for their logo design. We supplied them with various options to choose from that were unique and different and expressed what their company was about.

Once they chose the logo, we then added to their brand identity with their brochure design and trade show display. In this way, their brand identity and message is consistently showcased throughout their marketing materials.

So, how can my brand identity be showcased? View our Graphic Design Portfolio.

For more information on how The Marion Group can help your company find and develop its brand identity, give us a call at 713.623.6444 or email us at info2@marion.com.