Limagrain Cereals Research Canada (LCRC) is a new and rapidly growing Canadian company, passionate about using its plant breeding expertise to support the Canadian grains industry. LCRC is a partnership between LIMAGRAIN and CANTERRA SEEDS, bringing together global germplasm, technology and plant breeding knowledge, with deep market awareness and access, to deliver value to Western Canadian growers and their customers.
The basic rules of a corporate identity programme.
Corporate identity can project three things – who you are, what you do and how you do it. All organisations have an identity whether they control it or not or whether they recognise it or not. A corporate Identity is manifested in:
• Products – what you make or sell
• Environments – where you make or sell it
• Communications – how you explain what you do
The company “identity” is seen and perceived by everyone - customers, suppliers, employees and influencers (the audience). It can be directed and constructed to give a positive message about a business. It does not matter how good a product is, or the relevance of a research project, or how innovative a company, if the message is lost in the medium (the way it is told to the audience) the product will fail, the innovation will be lost and the research will be wasted.
Creating a corporate mark is not science - there is no single formula that can be followed, designers each have their own individual approaches to specific briefs. This is my response to the brief to design a logo for a new joint venture company: Limagrain Cereals Research Canada.
The first rule ... decide what you want to achieve. For LCRC, this meant that a corporate design "umbrella logo" was created. (The initial brief intimated that any commercial products that arise out of research will be marketed by the parent companies so no brand development or vertical design development needed to be considered.)
