Corporate Identity
Corporate identity is part of marketing, which is a company’s way of branding and using trademarks to get to its objectives. The corporate personality is part of the company’s philosophy in how they do business.
Generally, a corporate logo and supporting devices and guidelines govern how the identity is applied, such as color, typeface, page layout and other methods of creating the look of the brand. These are grouped into tools called corporate identity manuals.
Lots of research, design and execution are involved in creating an identity that appeals to the company’s target audience. Corporate identity is comprised of corporate design, communication and behavior.
Corporate visual identity plays a role in how an organization presents itself to both internal and external stakeholders. A corporate visual identity provides ‘recognizability’; it is vital that people know the organization exists. A corporate identity is the representation of the company in its reputation and image. Corporate visual identity expresses the structure of an organization through its coherence between divisions and units. Corporate identity also relates to the employee’s identification with the organization and/or the area they work for.
If a new corporate identity is implemented, attention to corporate identity related issues generally tend to decrease. Corporate identity needs to be managed on a structural basis, internalized by the company and that work well with future developments. Companies use structural, cultural and strategic aspects in order to manage corporate identity.
Visual identity history can be identified when potters inscribed their personal marks on the earthenware they created. Marks on better pots became competition or pots that weren’t as good. Recognizable logos of Ancient religions include the Christian cross, the Judaic Star of David, and the Islamic crescent moon. Kings and nobles in medieval times had amor, clothing, flags, shields that bore coats of arms and royal seals. They were symbols of the leader, family virtues, infantries and mercenaries. Trademarks such as the caduceus on a physician’s sign carried much weight.
Visual trade marking is also a product of the Industrial Revolution. Businesses that were successful needed logos to become easily identified in the public's eye. Visual identity designers increased as the start of the Modernist Movement in the 1950’s. Designers such as Chermayeff & Geismar made iconic logos such as PanAm, Chase Back, Mobil Oil, NBC, PBS and National Geographic and many others. Because of their simplicity and boldness, their logos are still being used today. They have recently created logos for the Library of Congress and Armani Exchange. Paul Rand is another pioneer in corporate identity design, including logos for IBM, UPS, and ABC. Saul Bass was another famous designer who made designs for AT&T, Continental Airlines, Dixie, United way and others. The role of media in businesses and corporate identity is a big one. The media can reinforce or change a company's image to the public.
Images and identity are not always planned by an organization; sometimes they are attributed by others’ interpretations. The media and culture can portray good or bad light on a group of people.
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