Corporate Identity

Corporate identity is not a logo file dropped into a folder. If the card, the email signature, the sign, the deck cover, the social icon and the first screen of the site do not show the same person, the brand is rebuilt on every surface. Yuz Medya designs that system in Istanbul backwards from where it will be used. We ask first whether the mark still reads when it is small, in one color, and in motion. We do not open a contest of forty options. A few directions, the application of the chosen one, and a guide so the next job is not a guess.

Identity does not replace an advertising promise or the words on the site. It sets color and type. The sentence still has to be written. Trademark search and filing belong to your lawyer or your trademark agent. We do not add an application number, a “registered” line or an award badge that is not in the file. If you already have a registration, we note it in the guide. If you do not, we do not pretend.

Who it is for

It fits new companies, teams whose name or work has changed, and groups that currently own three different blues. When a manufacturer’s helmet, proposal cover and website look like three firms, the gap is not “no logo”. It is no rule. A hotel, a clinic, a consultancy, an exporter and a multi-brand group do not share one board. One of them lives on signage and wayfinding. Another lives on the deck, the contract cover and a small icon. If there is a sub-brand, its relation to the parent mark is written at the start. A new color is not opened at random for every sub-brand.

Day-to-day social frames and campaign posters are graphic design. Identity is the system those frames have to obey. If a site is being built, color and type enter the corporate website templates on the same calendar. How the mark appears in a film or a shoot is handed to the corporate film and photography briefs. Without a guide, the shoot invents another blue in every frame.

What discovery settles

A taste review does not open before the sentence of the business is written. If nobody knows who decides, revisions multiply and so do directions.

• The offer in one sentence, and the brands you knowingly refuse to resemble
• Where the mark has to live: card, vehicle, uniform, pack, sign, app icon
• The current logo, font licenses, and a registration certificate if you have one
• How a name with Turkish characters should be read
• How many people approve, and the limit on rounds
• The printer or sign maker’s technical limit, if you already know it

How Yuz Medya runs it

In the first session we look at references, but a list of “I like this” is not an identity. The mark is directed so it stays plain, distinct and readable at small size. We show two or three directions. Each one includes the wordmark, the symbol and a one-color test. A rejected direction is not bred forever. The chosen direction moves into application: card, letterhead, signature, social cover and a simple sign or deck cover. Application is not there to make the logo look cute. It is there to see where it breaks.

The guide covers clear space, minimum size, color values, forbidden uses and file names. “Be flexible, apply it as you feel” is not a guide. In the delivery, vector, print and screen sit in separate folders. A blurry PNG pasted into a Word file is not the only master. Approval stays with you. The PDF that goes to the supplier is the version you saw last.

Scope

Scope is the system of the face. A monthly social pack, structural packaging engineering or website software does not fold itself into this package.

• The mark: horizontal, vertical, symbol and one-color versions.
• Color: primary and support colors, and how they behave on light and dark grounds.
• Type: a heading and text pair whose license is written down.
• Stationery: card, letterhead, envelope or signature — the pieces you actually print.
• Social kit: profile, cover and a safe area for stories.
• Guide and files: SVG, PDF and PNG, with use and misuse.

A packaging dieline, a vehicle wrap measure or a signage application is scoped separately. If you do not have the measure, we do not invent a bleed. If the sign maker will supply their own production tolerance, we deliver a file that can be checked before production, not a file that pretends to know their machine.

Method

The mark is tested small and in one color first. If embroidery, engraving or a rough surface is part of your work, that surface is discussed. A hairline, a gradient and a mark buried inside a photograph fall apart there. Color is chosen for values that hold in print, not only for how lively the screen looks. If a Pantone match matters, we ask what your supplier can actually hit. We do not force a custom mix on every job. An unlicensed font is not left in as “temporary”. The license sits with you or is explicit in the delivery.

If the name uses characters such as İ, Ş or Ğ, the wordmark does not censor them. When a simplified Latin reading is also required, the guide says so. The sign and the site do not keep two spellings. Sub-brands and co-branded lockups are shown as a hierarchy. Two logos that cannot stand side by side are not delivered with the note “make it work”.

Stages

Brief

The offer sentence, the places of use and the decision-maker are written down. Old files are collected. A wrong legal name is asked at the start, because it should not be “fixed” after the mark is finished.

Directions

A limited set of directions is shown in context. A mark that looks fine on a card and disappears as an icon is dropped. If the choosing round drags, we narrow the chosen direction instead of adding a new one.

Application

The chosen mark is applied to stationery, social and one difficult surface. If color or space breaks there, the mark is simplified. Approval of the applications is the skeleton of the guide.

Guide and handover

Rules and files are delivered together. A short handover shows which file goes to print. If a later campaign frame needs to step outside the guide, the reason is written separately.

What you gain

The printer, the developer and the social team are not searching for three blues. A new hire’s first deck is related to the founder’s card. When the mark changes, the site and the film may not update the same day, but everyone can tell which file is current. This is not a promise that a trademark is granted or that everyone will remember the brand. The promise is that surfaces stop contradicting each other.

Common mistakes

Delivering only a logo and skipping the guide invites a new color on every application. A hairline clogs at icon size. A font you thought was free, with no commercial license, becomes a problem after the sign is printed. Adopting a stock mark as “our logo” leaves you with the risk of colliding with another firm. We do not recommend that.

There is a decision mistake too. Five people approve five directions and none of them ships. Discovery writes who has the last word. Revision rounds are not unlimited. When the round limit is spent, a new brief opens. The job does not change inside the same round.

Related work, and a quote

Campaign frames continue in graphic design, sentences in content production, and the account rhythm in social media management. Identity does not replace those jobs. It draws the line they should not cross. The site and the film are not locked to a random palette before a guide exists.

Tell us where the mark will be used, who decides, and which files you already have, through the contact form. After discovery we lock the number of directions, the application list, and whether the guide is inside this round. We do not mint a trademark number. We make it obvious which file the team should open next time.