Brand style

Content

• What is corporate identity?
• Key elements of corporate identity
• The importance of corporate identity for business
• Components of corporate identity
• Differences from brand book and other terms

What is corporate identity?

Corporate identity is a combination of verbal and non-verbal elements that reflect the uniqueness of a business, its products, and its attitude towards customers. The main elements that form corporate identity include the company name, logo, slogan, corporate colors, fonts, as well as a character or mascot. An effective corporate identity creates a cohesive image of the company and helps it stand out among competitors, aiding in brand recall.

Key elements of corporate identity

The corporate identity includes the following components:

• Company name: this is the first thing customers notice.
• Logo: a visual representation of the brand that should be easily recognizable.
• Slogan: a short phrase that conveys the essence of the company and its values.
• Corporate colors: a palette that helps the brand stand out against competitors.
• Fonts: typography that creates a unique style of text.
• Character or mascot: a fictional or real character that helps establish an emotional connection with customers.

The importance of corporate identity for business

Corporate identity serves multiple purposes in business, among which are:

• Product recognition: even at a glance, a customer can quickly identify the product.
• Brand image formation: the style emphasizes the character and values of the company that are important to the target audience.
• Quality guarantee: a good image helps customers associate the products with high quality.
• Emotional impact: purchasing decisions are often made under the influence of emotions.
• Time and budget savings: having developed standards simplifies the work of designers and marketers.
• Employee cohesion: a unified image creates a sense of belonging.

Components of corporate identity

Each element of corporate identity serves its unique purpose:

• Trademark: protects the company from competitors and helps it stand out.
• Logo: ensures quick identification of the brand.
• Slogan: helps establish a connection with customers.
• Corporate colors: fix the emotional image of the company.
• Fonts: create a unique handwriting of the business.
• Mascot: brings the brand to life and simplifies communication with customers.
• Guideline: contains rules for using elements of corporate identity.

Differences from brand book and other terms

It is important to understand the distinctions between terminology in the field of branding:

• Brand book: reflects the mission and values of the company, as well as its target directions.
• Guideline: contains rules for the use of corporate identity elements for internal specialists.
• Logobook: instructions for placement and use of the logo.
• Identity: a set of characteristics that make the brand recognizable, including elements that go beyond corporate identity.