What do all designs have to resemble? Where does the criterion to follow come from? From the logo, of course. It could only come from the most important and representative element, the one gathering all communicative possibilities. The Logo is the item having the higher potential communicative power and, when exploiting this inherent potential, it becomes the locomotive for all the corporate identity items belonging to the visual channel. For instance, if your company designs its corporate logo in light grey, with simple shapes and a typography copying the most sublime calligraphy, this will be the criterion to be followed: a message of sobriety, neatness, accuracy and gentleness. If afterwards you publish a brochure in flaming red, fluorescent burgundy and canary yellow, having square and explosive typographies, nobody will be able to associate that the Logo seen on a street advertising belongs to the same company as the brochure or maybe he does realize that there is a relationship but he rejects this different kind of presentation. Let’s assume the customer felt at ease with your logo design, it is clear that anyone who likes the logo design above described will not feel at ease with the brochure design we talked about.
It is important that the criterion is maintained and that graphic presentations for a company are homogeneous because, in this sense, we are working not only with the customer consciously feeling at ease or liking the company but also with subconscious fixation produced by graphic devices on consumers’ minds. Visual elements are easily remembered by our brain together with the feeling they cause when we see them (as in the case of colors, giving us a very definite and particular feeling for each of them) but this memory is hardly conscious, that is to say, we may remember the color combination but not where we previously saw it. Therefore, if a company creates a combination of graphic-visual episodes on its successive market graphic appearances, consumers, as time goes by, will be thoroughly familiar with the product introduced by this graphic element combination and will trust it.