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The corporate identity

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Th Corporate Identity as the natural follow up of the logo definition. The Corporate identity develop from the logo itself and represents the collection of all the communication acts of the company.

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The corporate identity

  1. 1. The Corporate Identity The logo is useless unless you use it The corporate identity as the collection of any form of communication of a company The image as a mirrow of the Mission of a company The Corporate Identity Manual The reputation of a company, a virtuous cycle © Fabio Arangio - Graphic designer & instructor
  2. 2. a company needs a name the name naturally becomes visual > logo the logo should embody the mission of the company, that is to say, the reason why that company exists (expression of its vision and values) the logo is useless unless the company uses it any time the corporate uses its own logo to communicate to the public builds and affects the corporate identity image © Fabio Arangio - Graphic designer & instructor
  3. 3. the corporate identity is the overall image of a company to be perceived by the public through image, communication and behavior © Fabio Arangio - Graphic designer & instructor
  4. 4. corporate identity image communication behaviour “coordinated image” consisting in any graphic use of the logo (such as business cards, letterhead, depliants, catalogues, banners, website and any other graphic layout) any form of advertisment through the media (such as pages, radio spot, tv spot, internet related advertisements and so on) the “way” the company and its personnel acts in the market (the attitude of the company toward its public) should be consistent and should express the same values © Fabio Arangio - Graphic designer & instructor
  5. 5. the reputation of a company © Fabio Arangio - Graphic designer & instructor
  6. 6. company reputation the quality of the products build the reputation of the company the reputation of a company affects how the public perceives the products * * i.e. the Apple products built the reputation of the Apple companyas a reliable and stylish company, the reputation of Apple makes the public trust the Apple products, as it happened with the release of the iPhone 5, preordered on a large scale even before its characteristics were known © Fabio Arangio - Graphic designer & instructor
  7. 7. © Fabio Arangio - Graphic designer & instructor
  8. 8. the corporate identity should reflect and at the same time consolidate the reputation of the company © Fabio Arangio - Graphic designer & instructor
  9. 9. the corporate identity manual © Fabio Arangio - Graphic designer & instructor
  10. 10. in order to keep the corporate identity consistent and uniform even where a company has several offices and several people working on it, a written or “spoken” manual, the so called corporate identity manual the corporate identity manual is the guidelines on how to work on the corporate identity (such as, fonts to be used, grids, layours, colour schemes, colour conversion and so on) © Fabio Arangio - Graphic designer & instructor

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