WHAT IS CORPORATE IDENTITY? (Wikipedia definition)
In marketing, a corporate identity is the “persona” of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.
Corporate identity comes into being when there is a common ownership of an organizational philosophy that is manifest in a distinct corporate culture — the corporate personality. At its most profound, the public feel that they have ownership of the philosophy.
In general, this amounts to a corporate title, logo (logotype and/or logogram), and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the identity is applied and confirm approved colour palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand. These guidelines are usually formulated into a package of tools called corporate identity manuals.
Many companies, such as McDonald’s and Electronic Arts, have their own identity that runs through all of their products and merchandise. The trademark “M” logo and the yellow and red appears consistently throughout the McDonald’s packaging and advertisements. Many companies pay large amounts of money for the research, design and execution involved in creating an identity that is extremely distinguishable and appealing to the company’s target audience.
YOUR BRAND AND CORPORATE IDENTITY
Your brand is your business personality. It is what conveys who you are and what you stand for. It is the difference between being “someone” and just a part of the crowd.
At Jabulani Design Studio, we pride ourselves on creative excellence. Our designers aim to be on the cutting edge of design and branding. It is your brand that will form the basis of your success.
OUR APPROACH
Our approach depends on whether we need to build or develop your brand or corporate identity.
Many existing businesses that were looking for cutting edge digital solutions, have entrusted Jabulani Design Studio, to build their brand. When dealing with existing businesses, our approach is to leverage the brand, not necessarily re-invent it.
For new businesses, therefore when engaging in brand development, we start by designing the logo. Before commencing with the design of the logo, we will determine the company’s positioning by looking to answer the simple question of who are the customers and what is the company trying to tell them. The aim is to communicate the organisations value add through the brand in a way that is clear, understandable and lets them stand out from the masses.
