CORPORATE ID

The Importance of Corporate Identity

The identity of any organization is complex. Its visual appearance - or visual identity - plays a key role. Visual identity manifests itself in many ways. In addition to its logo, typeface and colors, the following all contribute to the impression created by the identity: stationery, marketing literature, signage, customer information, vehicles, website and every aspect of promotional activity from a high-profile advertising campaign to the design of a promotional pen. The detailed management of a visual identity is equally important as the management of other business assets such as finance or human resources. Without a well thought out visual identity guideline, an organization’s brand perception will be at best diluted, and at worse appear chaotic and unprofessional. When all of the visual elements of an organization work together in unity, the investment in its identity is protected and the overall image becomes one of quality and strength.