Corporate Identity refers to the way an organization behaves, looks, communicates, and presents itself to both external and internal audiences. Corporate Identity is a strategy that uses tools like branding, trademark, product design, public relations, and advertising for visual representation and to maintain visibility amongst stakeholders and consumers. Corporate Identity vs. Brand Identity Corporate Identity is the perception of the entire company whereas a Brand Identity is how an organization presents its product to the consumer. Importance of Corporate Identity - Helps to differentiate from the competitors - Boosts market presence - Creates brand awareness - Builds reputation - Earns the trust of consumers and builds customer loyalty - Helps an organization to stand out amongst competitors Elements of Corporate Identity Company Vision and Purpose Organizations with genuine vision and relevant purpose are equipped to acquire customers and retain employees who are with them thick and thin. Example 1. Tesla 2. Lush Values, Culture, and Behavior An organization with good values and culture is adept at building a distinct corporate identity because these are ingrained in their employees whose behavior reflects the attributes during interaction with customers Example 1. Marriott International Logo The logo is a graphic element of an organization’s identity which helps in gaining immediate recognition Example 1. Tesla 2. Apple 3. Facebook 4. IKEA Typeface Typeface refers to the spacing, weight, shape, and style of the written words. It is considered very informative because of its distinct quality Example 1. Google – Product Sans 2. Jeep – Helvetica Bold 3. Nivea – Eagle Bold Imagery Consistency in Imagery is important and it should have the same look, feel and tone in photography and illustrations that represent an organization Example 1. Airbnb Style guidelines Style guidelines is the manual used by organizations for all their visual assets Example 1. Email signature Website An organization represents itself in the digital world through the website Example 1. Canva’s website Social Media Social media channels are used by organizations to promote their corporate image Example 1. Coca-Cola’s online presence Packaging Packaging is often an extension and a reflection of the corporate identity Example 1. Apple products packaging Colour Palette The Colour palette depicts official colors that represent the brand and only these are used in brand assets Example 1. Victoria’s Secret -Pink This video is on Corporate Identity and it has the following sub-topics. Time Stamps 0:00 Introduction 00:21 Definition of Corporate Identity 00:57 What is Corporate Identity? 01:28 Corporate Identity vs. Brand Identity 01:56 Importance of Corporate Identity 02:27 Elements of Corporate Identity 02:32 Company Vision and Purpose 02:45 Values, Culture and Behavior 03:22 Logo 03:39 Typeface 04:42 Imagery 04:56 Style guidelines 05:17 Website 05:36 Social Media 05:53 Packaging 06:16 Color Palette