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 organizations.
This philosophy is manifested in a distinct corporate
culture.
Forms
of corporate identities
Corporate identities can be in the form of logos, trademarks,
etc. subjected to proper designing. This includes the
color palettes, page layouts, type faces and other such
methods that identify the corporation in the market.
An example is McDonald's; its identity is recognized
in the market whenever the logo is seen. The red and
yellow colors are the main elements of this identity.
Similarly, many companies spend a lot of money to make
their identity just as distinctive and unique which
enables them to stand in the market easily recognized.
Parts
of corporate identity
Corporate identity has become an important tool for the
promotion of corporate culture and companies. It is considered
to be composed of the following parts:
- Corporate design (logos, uniforms)
- Corporate communications (advertisements, public
relations, information, commercials)
- Corporate behavior (internal values, norms)
Description
of logos
A logo is the tangible identity of a company in the market.
Logos can be emblems, signs or symbols designed to portray
the image of a company.
The world of business is hugely competitive and is comprised
of thousands of logos. Out of those thousands only a few
survive to become famous. There are certain factors that
make a logo successful. They are:
- It must be legible.
- The color combination should be suitable for the
company
- It must be unique.
- They should project the image of the company.
- The logo should not be complicated or cluttered.
- Must be cost effective and as simple as possible.
- It should be effective regardless of size.
- It should not contain any complicated images or
photography.
Corporate
identity vs. logos
Logos are a part of corporate identity which contributes
to success and recognition, which is not to be confused
with logos.
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