Corporate Identity

The last decade has seen a burgeoning interest among the business and academic communities in what the author calls, for the sake of expediency, “business identity”. Business identity encompasses a triumvirate of related concepts and literature which are:
(1) corporate identity
(2) organisational identity
(3) visual identity
Business identity is viewed as encompassing institutions in the public, not-for-profit and private sectors as well as supra and sub-organisational identities such as industries, alliances, trade associations, business units and subsidiaries.

Corporate identity is the way in which a corporation, firm or business presents themselves to the public, such as customers and investors as well as employees. It is a primary task of the corporate communications department to maintain and build this identity to accord with and facilitate business objectives. It is typically visually manifested by way of branding and the use of trademarks. But also includes things like product design, advertising, public relations and the like.

In general, this amounts to a corporate title, logo (logotype and/or logogram) and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the identity is applied and would include approved colour palettes, typefaces, page layouts and other such.