As we have already known visual identity system is a complex system containing various very detailed directives regarding a set of trademarks (logo, logotype) that is approved for use when a company’s name is displayed or promoted in a variety of media. The directives seem to be useless for small businesses with no corporate identity or money to burn, but on the other hand…

Visual identity system is based on a customized vector logo or logotype design. It means that the design is ready to be used online, as well as on printed promoting materials without additional amendments. That makes the logo to look the same regardless of where it is used. Displayed on banners, pop-ups and websites, as well as printed on posters, T-shirts or mugs the logo saves its original colours and proportion. Moreover, due to guidelines for placing the logo always in the same location on business card, head paper or leaflet, all the printed promoting materials look the same and become familiar to the regular, as well as prospective customers quickly. It helps to build a recognizable brand, since customers are likely to associate a particular logo, its colour scheme and location on the paper with the company and products or services it provides.

As far as process of building a recognizable brand is concerned the company size does not play a part. Small, as well as big companies benefit from having a professional visual identity system that occurs to be crucial not only in building, but also in maintaining the brand. After some time the companies change their logos slightly. That is to show customers they are up-to-date. On the other hand, there are also companies that decide to maintain their original logos as guarantees of years of experiences and rich tradition. Regardless the decisions you will make later, remember to start building your brand with a professional visual identity system, because the trademark once accepted is expected to represent the company in its future activity.