corporate identity
Corporate identity is the image used by a company which is designed to portray the company's identity, aims and objectives. Corporate identity is demonstrated by branding and trademarks. Corporate identities were initiated by the philosophy of the common ownership of organisations. This philosophy is manifested in a distinct corporate culture.
Corporate identities can be in the form of logos, trademarks, etc. subjected to proper designing. This includes the colour palettes, page layouts, fonts and other such methods that identify the corporation in the market place.
An example is Nike; its identity is recognised in the market whenever the logo is seen. The swoosh in any colour is the main element of this identity. Similarly, many companies spend large sums of money to make their identity just as distinctive and unique which enables them to stand in the market easily recognised
Corporate identity has become an important tool for the promotion of corporate culture and companies. It is thought to be composed of the following parts:
- Corporate design (logos, uniforms)
- Corporate communications (advertisements, public relations, information, commercials)
- Corporate behavior (internal values, norms)
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