Corporate Identity

In marketing, a corporate identity or "CI" is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives, and is usually visibly manifested by way of branding and the use of trademarks.

In general, this amounts to a 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 and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand.

Many companies, such as McDonald's and Electronic Arts have their own identity that runs through all of their products and merchandise. The trademark "M" logo and the yellow and red appears consistently throughout the McDonalds packaging and advertisements. Many companies pay large amounts of money for an identity that is extremely distinguishable, so it can appeal more to its targeted audience.

Corporate Identity is often viewed as being composed of three parts;

• Corporate Design (logos, uniforms, etc.)
  
• Corporate Communication (commercials, public relations, informations, etc.)
  
• Corporate Behavior (Internal values, norms, etc.)
  

Corporate Identity has become a universal technique for promoting companies and improving corporate culture. Most notably is the company PAOS, founded by Motoo Nakanishi in Tokyo Japan in 1968. Nakanishi fused design, management consulting and corporate culture to revolutionize CI in Japan.

See also

• brand
• brand equity
• brand management
• corporate logo
• marketing
• product management

External links

• Corporate Identity Documentations - Daily Identity News!
• Resources for corporate identity