What is Corporate Identity?
Corporate Identity (CI) is the strategically planned self-representation of a company. It encompasses all measures through which a company conveys a consistent, distinctive image internally and externally. CI is broader than brand identity and concerns the entire company.
The Three Pillars of Corporate Identity
- Corporate Design (CD): Logo, colors, typography, imagery, design guidelines
- Corporate Communication (CC): Internal and external communication, language style, PR
- Corporate Behavior (CB): Behavior towards customers, employees, partners, and the public
Additionally, today often mentioned:
- Corporate Culture: Values, norms, and company culture
- Corporate Philosophy: Vision, mission, and purpose
Why is Corporate Identity Important?
A strong CI creates:
- Recognition at all levels
- Trust through consistency and professionalism
- Employee retention through clear identification
- Differentiation from competition
- Efficiency through unified guidelines
In Practice
Corporate identity doesn't emerge overnight and isn't purely a design project. It must be supported by management and lived throughout the entire organization. The most common mistake: creating a beautiful logo and stationery and believing the CI is defined. Real CI permeates everything – from handling complaints to designing the Christmas card.