CORPORATE IDENTITY: BACKGROUND AND ELEMENTS - JOB - 2025

The corporate or institutional identity is the set of visual and philosophical characteristics, the values ​​and the ways of communicating with which a company has. When dealing with the general identity of an organization, it is unique and must be consistent with all the aspects and practices that are carried out in it.

The word "corporation" is used to name a group of people working with a common purpose; such is the case of large companies. These organizations have different fractions, all with different tasks but, at the same time, focused on the same result.

This variety of functions and tasks for a large number of people must have a framework that keeps them in tune; otherwise, the achievement of goals and the achievement of objectives will be affected by the various ways of acting that may exist in a group.

So, corporate identity is the guideline for these types of corporations. It takes into account its history, what its mission and vision are, under what work ethic it is governed, what values ​​it has, what achievements it ranks and, above all, what its goals are.

Corporate identity background

Although corporate identity seems like a modern concern, it has its roots in the years after the Industrial Revolution. Once consolidated, large companies had the need to find what would distinguish them and position them in the public eye.

One of the first examples is that of the German architect Peter Behrens, who designed the complete identity of the electrical company AEG; he devised from the visual characteristics of his materials to new ways of working, as he even focused on the corporation's furniture and the employees' homes.

On the other hand, in 1931 the head of publicity for Procter & Gamble released a now famous report to all the members of his department. He instructed each one to focus on a single item sold by the company and treat it as if it were the most important, thus consolidating the image of a corporation that sells products of the highest quality.

By the 1960s, every competitive corporation had to have a distinctive image - company logo, slogan and active participation in the advertising media through commercials, posters or jingles - but also focus on its work philosophy, its values ​​and its goals.

Elements

Corporate identity consists of a balance of visual elements that represent a company and the qualitative characteristics with which it works and is promoted.

This then follows a series of values ​​and work ethic, but also a series of easily identifiable graphic elements.

Philosophy

The philosophy of a company is made up of the values ​​that govern its actions, its mission and its vision. This usually depends on your turn; for example, tech companies often go after constant innovation.

A company's values, mission, and vision can also focus on final quality, be consumer-centric, or be socially responsible.

Culture

The culture of a company are the behavioral guidelines with which the members of the organization are governed.

Youth-created companies, such as Google and Facebook, encourage their workers to think creatively or "outside the box," allowing for a more relaxed and unorthodox work culture.

Corporate image

An essential part of companies is their image, which includes elements such as the name, the logo, the colors and the "brand" in general. It seeks to transmit the values ​​and what it represents visually, so that it is the consumer who attaches a series of meanings.

A good corporate image can mean brand positioning. This occurs when a product is called by the name given by the company when it is launched on the market (call it Coca Cola and not soda, call it iPhone and not mobile). This ensures their presence in the collective's mind.

Similarly, an effective logo can have a similar impact on the public, to the extent that its mere presence on an everyday object gives it the values, prestige or perception (good or bad) associated with the company.

Corporate identity manual

To keep all these dimensions in order it is necessary to have a corporate identity manual. This creates a guide for the use and implementation rules to regulate the image and identity of the company.

These manuals must technically specify the composition of the company logo, its typography, its color scheme and the way in which these will be implemented: from the uniforms of its employees to the general stationery.

Other elements that must be taken into account are the guidelines, the philosophy to be followed and break down the set of values ​​by which employees at all levels must be governed. Consistency is the key to getting the vision of a large-scale company in order and staying true to its goals and objectives.

Difference between corporate image and corporate identity

These terms are often confused as synonyms, when in reality they are two complementary concepts. Corporate identity encompasses the entire value system and visual elements that compose it, including the image.

The corporate image as such is the qualitative perception that is generated in the client. The elements of the corporate image are those that are identified as the “brand”.

These include the logo, advertising, and aesthetic qualities that characterize a product. In addition, they are connected with the opinion that the public forms about the company: is it prestigious? What is its reputation?

The difference between these concepts can be explained using the Apple company as follows: its apple-shaped logo is instantly recognizable and it dates back to technological innovation and its focus on design (corporate identity), but it is also a symbol of prestige among the general public due to its not very accessible price (corporate image).

Therefore, we understand that corporate identity exists internally and externally, concerns both employees and consumers, and can be strong or weak. On the other hand, the corporate image is divided into good, bad or neutral and is dictated by the consumer.

References

1. Core Media Design (sf) Why Corporate Identity is Important. Core Media Design. Recovered from coremediadesign.co.uk
2. Leinwand, P. And Mainardi, C. (2014) The 3 Elements of a Strong Corporate Identity. Harvard Business Review. Recovered from hbr.org
3. Montiel, S. (2016) 7 Keys to define the corporate identity of a company. Deusto Formation. Recovered from deustoformation.com
4. Petengill, B. (2017) Logo, Corporate Identity or Brand - What's the Difference? Change Conversations. Recovered from marketing-partners.com
5. Stevens, S. (2015) A Brief History of Corporate Identity. Branding. Zool Digital. Recovered from zooldigital.co.uk
6. Villalobos, J. (2017) How to create your corporate identity. Entrepreneur. Recovered from entrepreneur.com