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.