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Introduction
There are few arenas in the world as competitive as the business world. With so many goods and services chasing so few customers and clients, any business that wants to have continued success needs to focus a vital part of their energy on creating a visual means by which they can be recognized and distinguished from other competitors in order to attract and retain customers –Corporate Visual Identity (CVI).

CVI has become a universal technique for promoting brand image by improving brand recognition. It plays a significant role in the way an organization presents itself to both internal and external stakeholders. It is a valuable corporate asset and an essential marketing tool for success in today's global marketplace as it is proven that a company that has a consistent visual identity is taken much more seriously than those that don't. Through the adoption of supporting devices commonly assembled within a set of guidelines that govern how the visual identity is applied across all physical manifestations of the brand, corporate visual identity helps to create and maintain a consistent visual identity that is extremely distinguishable and appealing to the company's target audience.

For large or diversified corporations, corporate visual identity schemes are often used to create matching individual identities for their subsidiaries, or to give the various brands in the group a sense of shared identity through the integration of some similar communicable elements in their visual identity. In the same vein, relatively smaller firms also need a certain consistency in the communication of various aspects of their brand as the accumulation of the exact same visual presentation of any company eventually builds memorability, and with it, a positive recognition of the brand image.

The first stage in the development of a corporate visual identity project always starts with the design of a logotype: the most representative visual element of a company. Its shapes, colours, fonts, look and feel are eventually transported to the other pieces that will constitute corporate visual identity. This means that to maintain consistency in your visual communication, the other design pieces that make up your company's corporate visual identity must be developed to match your logo. The idea of this process is that, when viewers look at any of these pieces, they immediately associate them with your brand.

The final stage of the project involves strategic management. It is making sure that the appropriate visual identity is applied correctly and consistently to every piece of corporate communication so as to avoid physical distortions and deviations from the true design and character of your brand visual elements.

Without effective management this easily results in;
-     Inappropriate or indiscriminate use of your brand, its logo and its tag lines.
-     Wrong colors, different characters and improper positioning of the logo.  
-     Careless handling of the brand image causing confusion and "cheapness"
-     Discrepancies and poor cohesion in brand elements.
-     Inconsistent messages that can inevitably result in poor sales

Therefore an articulated corporate visual identity manual backed by strategic management is a necessity for any organization to build and maintain a strong brand.

Objectives:
•    To equip participants with an understanding of the importance of CVI.
•    To learn how to carry out research in establishing standards for CVI.
•    To explore the various components of CVI and guide the development of brand manuals.
•    To expound the positions of the different stakeholders in participants' organizations and determine the     ways to manage and control CVI.


Topics to be covered include:
1.    Building brands through CVI
2.    The importance of logo in branding
3.    Use of colour in building brand identity
4.    Principles of design
5.    Developing CVI standards
6.    Managing your CVI
7.    Internal branding
8.    Media and CVI management

Expected Outcome
At the end of the programme, participants will be able to provide guidelines for the development of a corporate visual identity and manage the process of establishing the use of such standards in corporate communication both internally and externally.

Methodology /Delivery
The workshop has been designed to run in 3 days across two weeks and will be interspersed with Lectures, Case Studies, Interactive sessions and Practical Exercises.  
Participants are expected to come with soft/hard copies of their logos and present corporate stationary/marketing materials in use.

For Whom
Corporate communication managers, Graphic artists, Brand image developers

Fee:
N105,000 per participant

Venue:
School of Media and Communication
Pan-African University,
2, Ahmed Onibudo Street, Victoria Island Campus,
Lagos.

Enquiries
Call Doris on 08058127207, 01-8967462 or Juliet on 08066385629   

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