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Elements and carriers of corporate identity

Before we begin, we'd like to ask you a question: What do you think a brand should do to make you notice its product over competitors when the prices are roughly the same, and the choices are plentiful?

Take a moment to ponder that.

At this stage, we delve into the topic of our article. In a competitive landscape, victory goes to those who manage to create a highly recognizable and appealing image. This is precisely what constitutes the corporate identity. In this article, we will uncover what corporate identity encompasses, exploring its elements and carriers.

What does corporate identity offer?

A brand's corporate identity is not only a unique image that helps attract customers and stand out among competitors. It aids in brand identification. To put it simply, while strolling through a supermarket, you can pinpoint the product you need just by glancing at the shelf – the color, logo, or other graphic elements will catch your eye.

Moreover, corporate identity is a highly effective way of emotionally influencing the target audience. Often, people make purchases based on emotions: a prime example is being drawn to a product due to its beautiful and vibrant packaging.

Corporate identity helps efficiently convey a company's values, character, and vision. Additionally, it makes it much easier to control time and money expenditures – with a ready corporate identity, developing new packaging or launching an advertising campaign becomes a simpler task.

Photo by: Anna Stepanova

Key elements of corporate identity

Logo: One of the central elements of a brand's corporate identity that allows the audience to quickly identify the company.

Brand mark: A graphical symbol, typically placed alongside or integrated with the brand name, it can be intricate or straightforward.

Graphic elements: Patterns, illustrations, various geometric objects – these constitute a set of tools used to convey the company's image to the audience and distinguish it from competitors.

Fonts: A good font addresses several crucial points – it helps emphasize the brand's individuality, maintains consistency across different communication channels, and can convey the brand's character to the audience.

Carriers of corporate identity

Corporate identity carriers encompass both physical and digital objects where graphic elements can be placed.

- Business documentation (letterheads, envelopes, folders, etc.).
- Packaging and labels.
- Advertising materials.
- Business cards.
- Websites and mobile applications.
- Company vehicles.
- Employee uniforms.
- Merchandise.
- Social media posts.

The list of corporate identity carriers is extensive, spanning various interaction channels with the audience. Typically, guidelines and brand manuals dedicate a section to this topic, outlining rules for using corporate identity elements.

Developing corporate identity and adapting it to carriers is crucial and should be entrusted to experienced professionals who can help shape the brand, making it stand out among others.

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