Importance and definition
The term Corporate Identity (CI) refers to the personality and the visual impact of the company.
The CI is an asset that demonstrates what the company stands for and the value it provides to customers.
The CI can be split into four elements: Corporate Design, Corporate Communication, Corporate Behaviour, and Corporate Culture.
All four elements are vital and interrelated. The Corporate Design is one of the dominant elements of the Corporate Identity. It is the visual identity of the company; it makes a statement about how the company wants to be viewed by customers and stakeholders.
The Corporate Design is increasingly seen as a collection of visual elements, color schemes, symbols, words and designs. Visual elements of Corporate Design include Logos, Trademarks, Symbols, Typefaces, Name, Slogans, Tonality, Wording, Color Schemes, Stationery Design, Building Design and Decor, Advertisements and even Dress codes and Uniforms.
The aim of the Corporate Design is to achieve a uniform image of the company in public as well as a high profile of the company (recognition value, brand awareness) and applies to all marcom channels of the company, both digital media and printed publications, across all countries and regions.