Identity Definitions

Learn more about corporate identity

Corporate identity refers to the unique set of characteristics, goals, attributes, and philosophy that make up a company’s identity. Just like people, corporate identity differs for each and every company. It provides its company with its “personality”, its reason for existence, its spirit and its soul. There are many elements that comprise a company’s corporate identity—from its core values to its marketing strategy. A key component of corporate identity is the visual identity. A corporate visual identity goes beyond the fundamental logo, colors, and typeface of a company to include every form of visual communication. Letterheads, business cards, envelopes, and advertisements are all part of a company’s visual identity.

A company’s visual identity is integral in communicating its message, establishing brand awareness, and distinguishing itself from all other companies. In essence, it gives a company a visual presence so that it can be known and easily identified. A good visual identity should instantaneously convey the desired message and attract the target audience. In addition, the visual identity conveys why the company is unique, desirable, and significant to its target audience.

A strong identity strengthens your brand awareness by becoming instantly recognizable. Creating a strong visual identity starts with a powerful logo. The creation of a logo is the first step in creating a visual identity since it influences the design of all other visual communication. In addition, the logo will become the most recognizable symbol of a company’s brand and appear in numerous marketing collateral including letterheads, business cards, stationary, envelopes, and advertisements.

A company’s logo should instantly communicate the desired message to its audience. Through the right choice and combination of colors and images, logos attract the viewer’s attention and remain in their memory. Hence the logo is integral in promoting brand awareness and ensuring a company’s success. In addition, the logo is the visualization of a company’s corporate strategy. It should instantly convey the purpose, philosophy, character, and uniqueness of the company. This, in turn, will attract its target audience by giving them a sense of identification with the company.

Lastly, it is important to ensure that a company’s visual identity is unified and singular. All visual communication should adhere with and strengthen the company’s message. Otherwise, the company’s message will be confusing and easily forgotten.

In addition to visual identity, the corporate identity embodies a company’s ethics, attitudes, and philosophy. These aspects of corporate identity help create an environment that attracts people and employees with similar views, which in turn strengthens the company’s identity. Also, a company’s corporate identity differentiates it from its competitors through the unique products and/or services that it offers—hence making it an essential marketing tool.


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