Corporate identity is the way in which a company presents itself to the public at large, both customers and employees. A company’s corporate communications department is largely tasked with developing and maintaining corporate identity, generally through the use of branding and trademarks. Corporate identity can often be expressed through a logo, combining both an image and a specific type font. Guidelines then exist concerning specific color and layout for the use of the logo.
At its basic level, corporate identity comprises three parts: design, communication, and behavior. Corporate design not only includes the aforementioned logo, but also uniforms and the company’s website. These are all part of a company’s “look.” Corporate communications encompass such aspects as advertising and public relations. Some companies often employ a mascot (Ronald McDonald, for example). Corporate behavior includes the internal values of a company, often spelled out in its mission statement.
Visuals, as a part of corporate identity, cannot be underestimated. A logo can have a significant role in the organization’s presentation to the public. Logos express the value and ambition of the company, promoting its recognition, reputation, and image. Most individuals, if surveyed, would be able to identify an entire range of corporate logos, such is the ubiquity of corporate identity in today’s society.