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Glossary of Terms - Corporate Identity

A corporate identity is central to the marketing development of a corporation and is designed and developed to reflect the core values of the corporation itself. It is the creative vision that embodies the corporation’s very own personality. The core values would be the principles that the company was founded on and carries out its business by.

The corporate identity then consists of these sets of values which are communicate via a number of design and marketing devices which are in turn developed within a set of guidelines. These guidelines which are often referred to as a ‘design bible’ are the rules which dictate how the corporate identity is to be applied in any given situation. This ‘design bible’ will include guidelines on colour, typefaces, size restrictions, page layouts and usage. Its primary function is to maintain continuity and hence promote easy recognition of the corporate identity.

Corporate identity can be viewed as consisting of three key elements, corporate design for example a logo, corporate communication for example advertising and brochures, corporate values for example the standards of service that customers can come to expect from the corporation.

Establishing a strong corporate identity is a long and complex process but once achieved it can often represent one of the most financially valuable aspects of the business and is therefore a very desirable long term goal for any company. To save guard a well established and hard earned corporate identity most companies employ trade marks and also benefit from the laws of copyright. It is not advisable to endeavor to copy the corporate identity of another company, particularly a well established or large business.

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