Corporate Identity

Corporate identity is the visual perception of an entire organization. It differs from branding, which is the complete story of a particular service or product, from the visual elements to the story behind it and its positioning in the market. For example, the corporate identity of the global corporation GlaxoSmithKline is an orange logo bearing the initial ‘gsk’, and within that corporation are multiple brands with their own visual identity and story, such as Aquafresh and Panadol.

Corporate identity is all the visual elements that are chosen to represent the overall face of your organization – from corporate logos to typeface, tagline, imagery, color palette, and tone of voice. It’s apparent in physical form too, in stationery, packaging, uniforms, merchandise, brochures or online campaigns. Corporate identity design is the process of creating all these various company visuals and the specific design that goes into them. Although this is not tied to a product or service and the values, it is still an identifying factor for the organization, and as such must be representative of who the organization is.