Corporate visual identity is the combination of graphics, type, color, and slogan that forms the public face of a corporation, making it recognizable. It includes the company’s culture, personality, and philosophy, and is protected as intellectual property.
Corporate visual identity is the combination of graphics, type, color and slogan that forms the public face of a corporation and makes it uniquely recognizable in the marketplace. He drives the company’s marketing and advertising and is the visual thread that ties the company’s products together. The visual identity is basically the brand of the corporation as a whole.
As an independent legal entity, a corporation has the same status as a person under the law with rights and obligations that it has in its own name. Ideally, a corporation wants others to be able to identify and distinguish it from its competitors. Business analysts speak in terms of a corporation establishing an “identity” in various operational facets, which include how it looks, how it acts, how it treats its employees, and how it chooses to do business. These facets are commonly referred to as the corporate identity, culture, personality, and philosophy.
Before a company can brand its products, it must establish an overall corporate brand that defines the company and sets consumer expectations. In other words, a company wants the public to hear its name and have an immediate representation in their mind’s eye, or see its logo and experience the associated company without needing to be informed. Recognition associated with expectations generates corporate value and is one of the most valuable intangible assets of the corporation. Establishing a corporate visual identity is the company’s way of controlling this important part of its relationship with the public.
There are five aspects of corporate branding. The most basic aspect is color. A company establishes an official color scheme, much like a sports team or a school, to indicate cohesion. She also adopts a specific typeface that is usually customized; therefore, when the company prints the advertising, the lettering style is unique.
The corporation also develops a logo that is the core of its brand. Logos are often the most unique and recognizable aspect of corporate visual identity and the first thing the public gravitate to as the official representation of the company. Most companies also develop a tagline, or short capture phase, that the public can link to a corporate value or market advantage. The last aspect of the visual identity is the background graphic, or “supergraphic,” which generally ties all the pieces together into a visual representation.
Generally, companies are extremely protective of their established visual identities. Employees are not permitted to substitute colors or typeface when using them to represent the company. Vendors are not allowed to display official parts of identity without explicit permission. Identity is likely to be trademarked and should also be protected from misuse from a legal standpoint as priceless intellectual property. Anything that dilutes the recognition of the corporate brand, corrupting the company’s visual identity, ends up putting the results at risk.
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