Corporate Identity

What is Corporate Identity?\n\n**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.\n\n## The Three Pillars of Corporate Identity\n\n- **Corporate Design (CD):** Logo, colors, typography, imagery, design guidelines\n- **Corporate Communication (CC):** Internal and external communication, language style, PR\n- **Corporate Behavior (CB):** Behavior towards customers, employees, partners, and the public\n\nAdditionally, today often mentioned:\n- **Corporate Culture:** Values, norms, and company culture\n- **Corporate Philosophy:** Vision, mission, and purpose\n\n## Why is Corporate Identity Important?\n\nA strong CI creates:\n\n- **Recognition** at all levels\n- **Trust** through consistency and professionalism\n- **Employee retention** through clear identification\n- **Differentiation** from competition\n- **Efficiency** through unified guidelines\n\n## In Practice\n\nCorporate 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.