Branding: Corporate Identity 

In marketing, a corporate identity is the personality of a corporation and is visibly manifested by way of branding and the use of trademarks.

In general, within a set of guidelines, this amounts to a logo and supporting materials. These guidelines govern how the identity is applied through the use of appropriate color palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand.

Corporate identity is composed of three parts:

• Corporate Design (logos, stationery, signs/vehicles, web sites, clothing, etc.). A strong corporate design is critical to successful communications; it is a keystone upon which all else is built. Logo development is a key element to overall marketing efforts and is one of the most important elements of your marketing efforts. Every marketing effort that follows is as strong (or as weak) as this initial building block

• Corporate Communication (website, advertising, public relations, brochures, direct mail, newsletters, events, etc.)

• Corporate Behavior (internal values, norms, customer service, etc.)

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