Corporate identity
Corporate identity is global image about some company. Corporate identity has purpose to fulfill 4 basic tasks:
- Creating image about company, creation of company personality.
- Creating good impression about company.
- Creating image about structure of products and services, and their connection with company.
- Creating of sense of connectivity between employees and between employees and company. It important to employees understand and value company visual identity.
Elements of corporate identity:
- visual identity,
- image about company emitted by marketing campaign, and
- image about company emitted by quality of company products and services.
Visual identity
Visual identity is system of visual communication which gives company personality and remarks it from other companies. Elements of visual identity usually are company name, logotype, basic business media (letterheads, fax sheets, business cards, envelopes...) and Corporate Identity Manual.
Logotype and logo
Creation of logo is one of the most difficult tasks in graphic design, because graphic designer needs to find ideal balance between creativity, harmony, basic principles of visual communication, everyday visual symbolism, technical constrains, printing cost and using of logo in various everyday conditions.
Corporate color palette
As a part of visual identity, it's usual for company to have specific corporate color palette. Specific color or colors combination can achieve strong association with company, by discipline in using Corporate Identity standards and aggressive marketing campaign. For instance, specific red and white color are strong association on “Coca-Cola” company.
Corporate color palette is important part of visual identity, but needs to be separated from company logo and logotype. Logotype must be strong and specific even without corporate color palette, because some materials and print techniques has certain constrains, as company seal has, for instance.
Corporate Identity Manual
Corporate Identity Manual is system for visual representing, using company name and company logotype. It important to have discipline in using the rules for Corporate Identity Manual on all promotional & business materials.
Modernization of visual identity
Company initialize modernization of visual identity if company organization structure is changed, usually during dramatic business changes like bigger company expansion. In these cases new modernized visual identity should create image of progressive changes in company structure, it's business policy and offer.
