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Corporate Identity
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CORPORATE IDENTITY
In marketing, a corporate identity is the "persona" of a corporation which is designed to facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.
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 colour palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand. These guidelines are usually formulated into a package of tools called corporate identity manuals.
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Corporate identity is the group of pieces, aspects, ideas, methods and techniques that your brand needs to be identifiable. Your company’s corporate identity can be formed by many of the pieces that form a communicational style: logo, letterhead, business cards, folder, inserts, envelope, etc. A strong identity strengthens your brand, becoming recognizable to the target audience. It’s advisable to begin with the creation of a logo or company brand since the development of the identity will depend on them. The logo will be present in all the pieces that form the corporate identity system. |
The logo eventually includes the institutional colors of the brand, and the complete corporate design is based on them. The corporate identity is a strategic way to make the image that the rest perceive fit in with the image the company wants to convey. In conclusion, it is the visualization of your corporate strategy. Every company continuously conveys messages to its surroundings even if they do not communicate anything at all. The visual image is one of the most important means that businesses constantly use to convey and manifest their identity.
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