Corporate Identity – What Is It?

Corporate Identity is the personality of a business, and it is designed and developed with one basic thought in mind: the fulfillment of business objectives. Corporate identity emerges when the characteristics and traits of a company are expressed and reproduced graphically, in writing and in oral communication.

Usually a company’s corporate identity is comprised of a logo and supporting materials that are designed and formatted in a consistent manner based on an agreed upon set of guidelines. These guidelines, often referred to as graphic standards, govern how the corporate identity can appear in various forms and uses. They include color palettes, typefaces, page layouts, font use, and the allowable placement and size of the company logo.

The keys of establishing good corporate identity is to set up specific guidelines that will enable the following to be achieved:

Personality: The corporate identity must symbolize the company’s ethic and attitudes.

Positioning: The corporate identity must differentiate the company and its products and services from the ones offered by the competition.

Coherence: The brand must have a clear and comprehensible presentation.

These three corporate identity objectives must be realized to achieve a strong, successful identity.

Overall a company’s identity represents the features and attributes that make a company identifiable. This visual image is the primary device that supports the formation of a brand and a company’s offering to the marketplace. In fact, today, the visual image is the most important way to manifest the “company’s personality,” or better yet, its identity.

Don’t be left behind. Contact us today to learn more.