GRAPHIC DESIGN (:: CORPORATE IDENTITY

WHAT IS CORPORATE IDENTITY?

In Corporate Communications, a corporate identity is the "a" of a corporation which is designed 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 culture — the corporate personality. 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 colour palettes, typefaces, page layouts.
Similarly, a business makes itself distinct through the image that it presents to the world, through collateral like business cards, letterheads, brochures and other options. It is a physical expression of the company's brand, an extension of the culture that is already expressed through communication style and behaviour exhibited to maintain the image of the business.

EXAMPLE :

THE CONCEPT

Corporate identity is often viewed as being composed of three parts:

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

CORPORATE COLOURS

Corporate colours, (or company colours), which 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 colours:

Red for Coca-Cola
Blue for IBM, nicknamed "Big Blue"
Brown for UPS, "What can Brown do for you"
Green for Petronas Petrol Station

CORPORATE IDENTITY STRATEGY

(Best Practices)The following four key brand requirements are critical for a successful corporate identity strategy.

FOR EXAMPLES :

Differentiation. In today’s highly competitive market, brands need to have a clear differentiation or reason for being. What they represent needs to be stand apart from others in order to be noticed, make an impression, and to ultimately be preferred.
Relevance. Brands need to connect to what people care about out in the world. To build demand, they need understand and fulfill the needs and aspirations of their intended audiences.
Coherence. To assure credibility with their audiences, brands must be coherent in what they say and do. All the messages, all the marketing communications, all the brand experiences, and all of the product delivery need to hang together and add up to something meaningful.
Esteem. A brand that is differentiated, relevant and coherent is one that valued by both its internal and external audiences. Esteem is the reputation a brand has earned by executing clearly on both its promised and delivered experience.