Monthly Archives: August 2011


The Importance of Branding

A company’s identity is inextricably entwined with it’s corporate branding. Corporate colours are important to the way a company shows itself to the world, and also to how it perceives itself. A logo defines what your company is and what it stands for. This is why it’s so important not only to get it right, but to stick with it.

The costs involved in rebranding can be huge and large companies set aside vast sums and months of advertising and PR work to get their message across. Aviva’s rebrand project is estimated to have cost £80m and BA paid out £60m for theirs so it’s important to make the right decision at the outset. A wrong move can mean that a forced change in branding means being forgotten.

To clarify and identify, and to give more continuity to the services we provide, we’ve incorporated our branding over all of our different websites with our main logo in the centre and introduced our world map at the top right side of our websites. This will always link back to, our new division dedicated to Art, Travel, Culture and Lifestyle. We have selected red, white and grey as our corporate colour palette but we’re not limited to using these colours in a fixed or formal way. Culture Odyssey is very important to us, and to highlight this we have chosen to emphasise and distinguish it by using grey as a subtle base tone. There is consistency in the style and flow of the top band with the colours differentiating the separate company divisions while bringing together a cohesive look and feel to the corporate image.

Tags: corporate branding, corporate colours, logos, advertising.