A company’s logo is a visual identification sign used for promotion, while corporate identity is the persona of the company projected through trademarks, brand name, and marketing. The logo is just one facet of the brand, which also includes colors and marketing angle. The concept formed by marketing becomes the company’s identity or philosophy.
A company’s logo and corporate identity are two related but slightly different concepts. A company logo is a visual identification sign associated with the company and used to promote or market the company, while a corporate identity is the persona or identity of the company. The corporate identity of an organization is also projected through its trademarks and brand name. It is the corporate identity that separates an organization from other similar organizations that may have the same or related objectives.
The company’s logo is associated with the company’s brand and quickly gives viewers an impression of the company’s quality and standards. A company’s logo is just one facet of the company’s brand. In addition to the logo, other components of an organization’s corporate identity include the brand name and colors.
An illustration of a company’s logo and corporate identity can be seen in the following example. Let’s say the name of a company that manufactures handbags is AB; this is simply one aspect of their corporate image. The way AB is written and any other design used to market or project the AB company name is the company logo. For example, AB could be written in elegant cursive with a silhouetted image of a woman holding a purse in the background. This can be adopted as the company logo.
The company can adopt blue and green as the brand colors, and these two colors will be reflected in the company’s logo, letterhead, business cards and promotional items. With enough time and sufficient promotion of your brand by the company through advertising, people will come to recognize the brand. The public will begin to associate the company with the silhouette of a woman holding a purse in blue and green and the letters AB written in cursive over the image of the woman.
Another thing that will serve as a component of the company’s branding includes the angle the company is using to market itself. If the company chooses to market its handbags as very expensive, intended only for people of a certain class, then this becomes part of its brand. If you choose to market your bags as affordable, durable and meant for everyone, it will become part of your brand. Thus, the company’s logo will immediately remind people that the bag is for people of a certain class.
The concept formed by marketing becomes the company’s identity or philosophy. Let’s just say that AB bags are exclusively handcrafted and cost more than many people can afford. Furthermore, if AB only makes a limited number of bags in a year and has a long waiting list, this creates an unmistakable identity of exclusivity and high class. A woman silhouette company logo seen anywhere will be associated with your unique corporate identity. This is how a company’s logo and corporate identity are intertwined.
Asset Smart.
Protect your devices with Threat Protection by NordVPN
