The document discusses the importance of corporate identity and its components. It states that a company's logo should embody its mission and vision. The corporate identity is the overall image a company conveys through its communications, image, and behaviors. This coordinated image is achieved through the consistent use of branding elements like logos, advertisements, and how the company interacts with the public. Maintaining a strong corporate identity through adherence to style guidelines helps build and reflect a company's reputation.

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. 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. 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. 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. the reputation of a company
© Fabio Arangio - Graphic designer & instructor

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. © Fabio Arangio - Graphic designer & instructor

8. the corporate identity should reflect and at the same time
consolidate the reputation of the company
© Fabio Arangio - Graphic designer & instructor

9. the corporate identity manual
© Fabio Arangio - Graphic designer & instructor

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