What is corporate identity, what is corporate design?
The Corporate Identity, short CI, is often used synonymously to the Corporate Design, short CD. In fact, however, the Corporate Design is a component of the Corporate Identity. It encompasses all the characteristics of a company that make it unique. It is the clearly structured, uniform self-image of a company – internally and externally. This makes the corporate identity a central component of strategic corporate management. In “Identity. The Backbone of Strong Brands” Prof. Franz-Rudolf Esch describes the difference between CI and CD by means of a psychological comparison of the human personality with an iceberg: Only a part is visible above the surface of the water, our appearance in public, clothing, behaviour, gestures, what we express and what we take a stand on. In the case of brands, this would correspond “to the appearance of the brand and what it recognizably stands for.”
The goal of the corporate identity is a strong corporate personality
Inwardly, it ensures that everyone in the boat is rowing in the same direction at the same pace. Externally, it helps to distinguish and differentiate the company from other market participants. In view of the tough competition for qualified employees, a clear corporate mission statement with which people can identify is becoming increasingly important for employer branding.
The corporate identity is therefore not necessarily perceived in its entirety directly, but only becomes noticeable in the interaction with the company or the brand.
Corporate identities are applied in all digital and analogue touchpoints – from websites to corporate architecture. Thus, the external appearance has a considerable influence on the way the company is perceived by outsiders: customers, suppliers, partners and potential employees.
The Corporate Design is the visual expression of the company identity. The following visual elements belong to the Corporate Design:
The image or symbol that people use to optimally identify a brand at first glance, even if the name cannot be seen. More about logo design
Fonts used by companies or partially even exclusively designed for them, tell a lot about the character of the brand –Colours are carriers of meaning, both culturally and emotionally. conservative, factual, lovely, disruptive, etc.
Colors are carriers of meaning, both culturally and emotionally. From colours, observers infer certain (brand) characteristics. Therefore the composition of a colour climate is a central part of corporate design. More about the colour scheme
Images have the power to communicate emotions and messages directly. Essential for this is not only the motif itself, but the mood of the picture: light, colour climate, contrast and composition. More about the imagery style
The design grid or grid serves to arrange, systematize and stage content. Design laws and principles support the eye movement and thus help to capture content.
A concise icon system facilitates the communication of content and can contribute significantly to the identity of a brand. Ideally, the brand can be recognized by the style of the icons. More about icons
They are used in all digital and analog touch points – from the website to the corporate architecture. Thus, the external appearance significantly shapes the way in which the company is perceived by outsiders: customers, suppliers, partners, and potential employees.
The corporate identity is supposed to create a “we-consciousness” inside by establishing a corporate culture, the corporate culture. This includes
They are designed to ensure that organizational members act and decide on the strategic direction.
Corporate Behaviour regulates the behaviour of the company and its staff both internally and externally. This includes:
- the leadership style
- the way colleagues treat each other
- the behaviour of employees towards outsiders
- the behaviour of the company towards the media and the public
Above all, the last point is that corporate behaviour and corporate identity concept are coherent in order to generate the desired image among the public, customers, the press, or potential employees. This also includes dealing with criticism.
Describes the communication strategy of a company. Corporate Communication encompasses all communicative activities, both internally and externally. The goal here too is to create a clear corporate identity image of the company. One instrument for this is the corporate language. With its tonality and specific language rules of the company are established.
All in all, the corporate identity aims to build a strong business personality. Internally, in the figurative sense, it ensures that everyone in the boat is rowing in the same direction and in tact. Externally, it helps to profile and demarcate the company from other market participants. In view of the tough competition for skilled workers, a clear mission statement that people can identify with is increasingly gaining in importance for employer branding.
Corporate Identity – Our services
Are your self-image and external image in harmony? We help you efficiently gain clarity about the identity of your company – be it in times of upheaval or start-up. In creative formats such as brand workshops, we identify with you values, USP, formulate vision/mission, define a positioning, and develop a mission statement that matches company goals and target group needs.