Corporate identity helps organizations answer questions like who are we and what do we do for a living. In a broader sense, it may be considered the public persona of an organization. This can be both in a positive or negative sense because, once established, there is no hiding behind a corporate identity. For example, a color scheme associated with an organization with a bad reputation simply means that people can now recognize the bad reputation in all the organization’s communications. Which is why you may see a large investment in corporate identity re-worked when a company is taken over by a larger company. Or after a catastrophic public relations failure.
Managing corporate identity really comes down to aligning your public communications to the goals and objectives of the corporation and ensuring those communications are recognized as your own. But Corporate Identity also means conveying your corporate culture to your audiences throughout the organizational structure. This is usually conveyed with a corporate title, logo and a set of guidelines that are used throughout the organization’s communications processes, no matter which department is generating the message.
Because it is a visual representation of the company, the corporate identity can be deliberately designed to appeal to children (think McDonalds©) or to sophisticated investors or other target markets. And while this may appear to be closely related to branding, Corporate Identity operates more at a “core” company level and becomes a set of guidelines which allow people to identify with the organization. b-creative can help you sort through these issues and come up with appropriately-designed corporate identity guidelines including visual guidelines.
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