Corporate identity is brand presence. The identity expresses itself in the logo, design, editorial voice and collateral. It is the expression of the brand values — what it stands for — its personality.
Color, type, line, phrases, brochures, web sites &mdash every component works together as a system. In larger, more complex companies, a ‘standards manual’ is helpful to keep all the vendors who produce that identity on the same page, because nothing alarms a potential customer as much as an unorganized brand.
At the core is a logo or a logotype designed with the brand DNA.
