As the competition on the market intensifies, companies are concerned with how they will distinguish themselves from facilities similar to their own. Accordingly, one of the means for distinguishing oneself is to adopt a bright corporate style, which resolves the issue of identity, while also assisting in positioning – so, it is likely that one could see corporate image on souvenirs, business wares and in advertisements. Today it is even penetrating into office interiors. How does one create an original office design, using corporate symbols and colors, so, on the one hand, the interior would not be obtrusive, while on the other hand, it would reflect the company’s corporate culture?
The so-called corporate, or trademark, style of a company as understood by people is a characteristic logotype of a colorful range we see on business cards, advertising billboards and letterhead and even on the corporate clothing of the employees. However, this is only its visual embodiment, as corporate style is a set of sensations and expectations which must be associated with a company.
The development of any worthwhile design project begins with defining the corporate style. Specifically, it is a divergence in the creation of an original office interior.
Project Completion Stages
The introduction of a corporate style to an office begins with designers working in conjunction with the customers. Indeed, a company must formulate precisely what its corporate credo is. This encompasses not only the existing logotype and other style-defining elements, but also the technology used in conducting the company’s business, its philosophy, the specific features of work, etc.
Upon obtaining all of the initial information, a design studio does an analysis and combines the current operating theme according to the company’s style or the style-defining required for the arrangement of the premises (depending on the division interaction diagram), the needs of employees for the workstation organization plan and proposes a balanced package for organizing office space. A planned solution (open space, a corridor and office or mixed system), internal finishing, the color range of the premises, etc, is all a reflection of the company’s image in the office interior. Depending on the needs of a client, the specific style of furniture is selected to reflect its business, such as classic, minimalism, hi-tech, etc., and also the color range of the interior and materials to be used.
It is possible to reflect corporate style in the office space by using a range of colors or by using a lineup. The first implies the use of colors in the interior, reflected in the elements of corporate style. The second is an original order and exclusive furniture which one’s competitors would never use and which contains style-defining corporate elements. For example, Felix developed a project for MTS’ office, where some elements of office interior were the oval symbol, which is the characteristic corporate image of the company.
Artist’s Palette
In some companies, the logotype could be a very bright color range. However, outfitting an office, for example, in bright red or light green is not recommended, as this will interfere with efficient work. On the other hand, if this “standard” task is worth it, there is a completely intelligible algorithm to the solution. For example, various corporate-style colors can be used in different departments, and the furniture could be of corporate-themed colors as well as the surface materials (plastering on the walls, outdoor coating, etc.) or navigation elements which are also interior components. Corporate colors also supplement interior, as it is possible have several accented spots in the office to identify the company.
Specialists are certain that tasks are not limited to the creation of corporate interiors and are not determined by a corresponding logotype. Indeed, they are much wider, as the literal transfer of style-defining elements, for example, a corporate symbol sign, is far from always appropriate in the office space; however, it will most likely be more understandable to the unaware customer.
Corporate Style Zone
Naturally, not every office zone must be “corporate.” Indeed, the reception area is unique, and it is possible to be free from preconceptions and biases of design. When outfitting this area, it is possible to use confidently bright colors and large logotypes on the walls. Furthermore, plasma paneling is being used increasingly more frequently these days in reception areas, where videos on the company’s and its clients’ histories are shown. Also, employees in the reception area can be dressed in corporate colors. “The reception must be bright, impressive and reflect the company’s corporate spirit,” say experts about the specific character for laying out the reception area.
However, in this sense, the negotiations area is a more delicate matter. Indeed, upon entering this area, the client or partner has already been exposed to the corporate style; therefore, the negotiations area must not cause distractions. Accordingly, it is not advisable to outfit this space in bright corporate colors or to place a logotype on the walls of the negotiation room. Only small corporate accents are appropriate, such as mini-corporate flags on the table, letterhead paper for taking notes, etc.
The work area may not reflect the corporate style; however, it is worthwhile to remember that the corporate style must be addressed not only to the company’s partners, but also its employees, as this promotes corporate culture. Indeed, the use of bright colors in this area can affect work results, as sitting eight hours next to a red and yellow wall would hardly be conducive to results.
Furthermore, corporate colors in the offices of management are used rarely, as they are more often accented with interesting furniture solutions which create an impression, based on a certain corporate style, such as its depth or, on the contrary, its frugality.
Accessories
Accessories can also reflect the corporate style, and the requirements for their quality and exterior view must not be lower than those for the interior. Indeed, a small detail could very seriously influence the company’s image. Experts emphasize that the client may not notice the inexpensive Armstrong ceilings, but will definitely notice the cheap, logotype pen given to him/her to sign a contract.
The accessories could be many, from hangers and flags to the clocks on the wall and the table stationary. Moreover, it is not necessary that the logotype is on them, as, for example, a calendar could be the same geometric shape as the corporate symbol. What is most important is that the basic idea works. In this sense, accessories could completely play the role of advertising.
However, in any event, accessories must be used fluently in the work area, reflecting the general philosophy of the company.
Quotes:
М-Design
As a rule, companies looking after their corporate style choose a harmonious composition of colors. The whole interior could be included in this range, for example, the color composition of the tables and chairs, the upholstered furniture in the rest area. Furthermore, it is possible to not to accent the corporate colors in the office theme.
Andrei Bessoltsev, head designer, De-Viz Studio
The style of the furniture supports the perceived “age” and lifestyle of the company. For example, a dynamically developing firm whose main positioning is technology could use super-modern ergonomic furniture. An English bank with centuries of history could underscore its reliability and conservatism, which could correspondingly be reflected in using expensive, quality classical furniture.
Alexei Byshkvarko, general director at Yuniteks Group
One of the most resent large projects designed by us was the Russian representative office of EATON, which is a worldwide distributor of package solutions for providing quality power supply. Our designers’ task was to outfit the office technologically and functionally. Accordingly, the office had to be ecological and adhere to the policies of the corporate structure. Therefore, we chose Tetrix furniture transformer for the project, and the chairs were made at the Italian factory of Castel in the corporate colors of the client: orange, black and gray.
Anton Terentev, general director at Feliks
I believe that an original, impressive design would advisable be installed in the reception area and other areas where the company’s clients will be. It is possible to use bright colors and unusual interior solutions reflecting the corporate style. However, it is better not to use corporate symbols in the negotiation rooms, as it could distract the attention of the interlocutors.