We often encounter a lack of understanding among potential clients regarding everything related to corporate identity. Some only want a logo. Others do not understand why they need corporate identity. And for some, corporate identity and external communication elements are one and the same.
That is why we decided to compile all the questions, misconceptions and information about this service into one article.
What is a corporate identity?
A corporate identity is a set of design and communication elements that identify a company, brand or organisation. It includes a logo, colour palette, typography, photography style, media and packaging design, as well as the overall communication style, such as slogans or tone of voice. Upon completion, all corporate identity elements are included in a so-called guideline or guidebook.
Why is corporate identity necessary?
Corporate identity is an important tool for creating brand recognition and maintaining brand integrity. It helps a company stand out in the market, build consumer trust, and emphasise its values and uniqueness. In addition, corporate identity contributes to a better perception of the company’s product or service and strengthens its image. A company with a corporate identity looks more professional and respectable than a company without one.
What is the difference between a corporate identity and branding?
The entire Russian-speaking world is confused about these concepts. There are two versions on this subject.
Version 1:
The difference between corporate identity and branding is that corporate identity is part of an organisation’s identity. Identity includes all aspects of company identification, including corporate style, brand image, values and mission.
Version 2:
Corporate identity and brand identity are one and the same. Thus, when translated from Russian into English, corporate identity is corporate identity. Conversely, the entire set consisting of the logo, corporate identity, external communication elements, brand image, values, and mission of the company fall under the broader concept of branding.
A logo without corporate identity is money down the drain
Why does it make no sense to create a logo without corporate identity? First, a logo is only one component of corporate identity. Without consistency with other design elements, it can be an ineffective tool for brand identification. Secondly, corporate identity, including the logo, helps to create a coherent and recognisable visual representation of the company. This is important for brand strength and strengthening the company’s position in the market. Imagine the Coca Cola logo without its signature calligraphic font and red and white colours. It looks like a fake, doesn’t it?
Stages of corporate identity development
The stages of corporate identity development involve quite a few processes. In our company, corporate identity development takes place as follows.
Briefing
Before we start working, we send you a lengthy brief. In it, you, as the future owner of the brand, must pour your heart out about it. For example, the brief includes the question: ‘If your brand were a person, who would it be?’ This allows us to better understand what impression the brand should make on a potential buyer.
Analytics
Based on the brief and the initial data, we conduct a market analysis. Segmentation, target audience, competitors. This allows us not only to tune in to the right target audience, but also to visually set your brand apart from its competitors.
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Selection of references and visuals
Together with you, we select the most successful logos and corporate styles on the market. They do not necessarily have to be from your field. Based on the references, we create mood boards. A mood board is a set of visual solutions that suit you and correlate well with your market.
