Corporate identity

A corporate identity is the overall image of a corporation, firm or business in the minds
of diverse publics, such as customers, investors and employees. It is a primary task of
the corporate communications department to maintain and build this identity to accord
with and facilitate the attainment of business objectives. It is usually visibly manifested
by way of branding and the use of trademarks.
Corporate identity comes into being when there is a common ownership of an
organizational philosophy that is manifest in a distinct corporate. At its most profound,
the public feel that they have ownership of the philosophy. Corporate identity helps
organizations to answer questions like "who are we?" and "where are we going?”
Corporate identity also allows consumers to denote their sense of belonging with
particular human aggregates or groups.
In general, this amounts to a corporate title, logo (logotype and/or logogram) and
supporting devices commonly assembled within a set of guidelines. These guidelines
govern how the identity is applied and confirm approved color palettes, typefaces, page
layouts and other such.

Concept
 Corporate design (logos, uniforms, corporate colors etc.)
 Corporate communication (advertising, public relations, information, etc.)
 Corporate behavior (internal values, norms, etc.)

All the above said strategies should base on concept or vision and mission of the
company.

Visual identity
Corporate Brand Attributes example — Brand Signature: Brand Mark (trademark),
Brand Logotype, Brand line (or Brand Slogan) and Super graphic.

Corporate visual identity plays a significant role in the way an organization presents itself
to both internal and external stakeholders. In general terms, a corporate visual identity
expresses the values and ambitions of an organization, its business, and its characteristics.

1. First, a corporate visual identity provides an organization with visibility and

"reconcilability" 

2. Second, a corporate visual identity symbolizes an organization for external

stakeholders, and, hence, contributes to its image and reputation (Schultz, Hatch
and Larsen, 2000).
Corporate colors
Corporate colors (or company colors) are one of the most instantly recognizable elements
of a corporate visual identity and promote a strong non-verbal message on the company's
behalf. Examples of corporate colors:

 Red for Coca-Cola
 Blue for IBM, nicknamed "Big Blue"
 Brown for UPS, "What can Brown do for you"
 Light Teal for Korean Air

Media and corporate identity

Select appropriate media as per context and targeted audience.

What Is A Logo?
A logo is a graphic mark, emblem, or symbol commonly used by commercial enterprises,
organizations and even individuals to aid and promote instant public recognition. Logos
are either purely graphic (symbols/icons) or are composed of the name of the
organization.

The logo is one aspect of a company’s commercial brand or economic entity, and its
shapes, colors, fonts, and images usually are strikingly different from other logo in the
same market niche. Logos are used to identify.

Principles of Effective Logo Design

As mentioned, a good logo is distinctive, appropriate, practical, graphic and simple in
form, and it conveys the owner’s intended message.

You should follow the five principles below to ensure that your design meets all of these
criteria:

Simple

Memorable

Timeless

Versatile
Appropriate

1. SIMPLE

Simplicity makes a logo design easily recognizable,

versatile and memorable. Good logos feature something
unexpected or unique, without being “overdrawn.”

2. MEMORABLE

Following closely on this principle of simplicity is that of memorability. An effective

logo design should be memorable, which is achieved by keeping it simple yet
appropriate.

3. TIMELESS

An effective logo should be timeless. Will yours stand the test of time? Will it still be
effective in 10, 20 or 50 years?

4. VERSATILE

An effective logo works across a variety of media and

applications. For this reason, logos should be designed in
vector format, to ensure that they scale to any size.
One way to create a versatile logo is to begin designing in black and white. This allows
you to focus on the concept and shape, rather than color, which is subjective in nature.
Also keep in mind printing costs: the more colors you use, the more expensive it will be
for the business over the long term.

Color is very subjective and emotional. This can

distract from the overall design – so minimum colors
may used in logo design.

Familiarize yourself with the commercial printing process

so that you do not encounter printing problems down the line. Know the difference
between the CMYK, Pantone and RGB color systems.
 5. Appropriate

How you “position” the logo should be appropriate for its intended audience. For
example, a child-like font and color scheme would be appropriate for a logo for a
children’s toy store, not so much for a law firm.

A logo doesn’t need to say what a company does. Restaurant logos don’t need to show
food, dentist logos don’t need to show teeth, furniture store logos don’t need to show
furniture. Just because it’s relevant, doesn’t mean you can’t do better. The Mercedes logo
isn’t a car. The Virgin Atlantic logo isn’t an airplane. The Apple logo isn’t a computer.
“Best wishes.”

-Sambath.R.D