Corporate Identity: The Basics

What is Corporate Identity?

Corporate identity is the personality of a company. It is created by visual indicators that relate to the company like a logo or a website.

It is how the company communicated with the public with their promotional materials, press releases and other promotional events. Corporate identity is the corporate culture and other aspects that combine to give their market an impression of who they are. Is the company friendly, strong, whimsical, caring, elite, or hard working? How do you want your audience to perceive your company?

The most basic items that help convey corporate identity include:

• Logos

• Business Cards

• Letterhead & Stationary

• Websites

 

What is Branding?

Branding is also a method of creating an identity for a product, service or business. In general, text, images and color are used to create a name, symbol or slogan that are used to convey the personality traits of an organization.

Branding takes many forms:

• Brand Marks or Logos

• Trademarks

• Slogans

• Packaging Elements

• Promotional Materials

• Names & Features

• Positioning

Your brand should have a cohesive look and show who you are as a professional organization. Strict guidelines define a brand. Many guidelines provide standards for colors, fonts, and logo usage. Not paying close attention to your brand guidelines will lead to a brand that is unrecognizable.