Understanding Your Corporate Identity

Company identity, often called corporate identity, is the collection of visual and verbal elements a business uses to present itself to customers, employees and the public. It helps people recognize a company and distinguish it from other businesses.

A corporate identity can include a company name, logo, colors, typography, tagline, marketing materials and other elements that are used consistently to represent the organization.

Corporate Identity and Corporate Image

Corporate identity and corporate image are related, but they are not exactly the same. Corporate identity refers to the elements a company chooses to represent itself. Corporate image refers more broadly to how customers and other people perceive the company.

A business can control its logo, colors, messaging and presentation. How people ultimately view the company can also be influenced by their experiences with its products, services and employees.

Elements of a Corporate Identity

A recognizable corporate identity usually begins with a consistent visual presentation. A company may establish guidelines for how its name, logo, colors and other design elements should appear across different applications.

These elements can appear on websites, business cards, stationery, packaging, signs, uniforms, promotional products, advertising materials and other customer communications.

The Importance of Consistency

Consistency makes it easier for customers to recognize a business across different settings. When a company's website, printed materials, signage and promotional merchandise use the same basic visual identity, they present a more unified appearance.

This does not mean every item has to look identical. Different applications may require different layouts or imprint methods, but the overall presentation should remain recognizable.

Your Logo Is Part of the Identity

A logo is one of the most visible parts of a company's identity. It may include a symbol, company name, distinctive typography or a combination of these elements.

Because logos appear in many different places and sizes, businesses should consider how their artwork will reproduce on everything from a website or sign to a pen, mug, bag or other promotional product.

Color and Typography

Consistent colors and typefaces can also contribute to company recognition. Businesses often establish preferred colors and fonts so marketing materials have a coordinated appearance.

When a logo is reproduced on promotional merchandise, available colors and imprint methods can vary by product. Reviewing artwork and product specifications before production helps determine how the company's identity can best be represented on a particular item.

Taglines and Company Messages

Some businesses use a tagline or short statement with their logo to communicate something about the company, its products or its services. A tagline should be clear enough to understand and appropriate for the audience.

Not every application needs to include a tagline. On smaller promotional products, for example, available imprint space may make a simple company name or logo more practical.

Corporate Identity on Promotional Products

Promotional products provide another place to carry a company's visual identity. Drinkware, bags, apparel, writing instruments, desk accessories and other merchandise can be customized with company artwork when the product and available imprint area are suitable.

Choosing merchandise that fits the organization, audience and occasion helps the promotional product become a natural extension of the company's overall presentation.

Building a Recognizable Business Presence

Corporate identity does not have to be complicated. A clear logo, consistent colors, appropriate typography and a recognizable presentation can provide a foundation that carries across many forms of business communication.

Once those elements are established, using them consistently can help customers recognize the company whether they encounter it online, in printed materials, at an event or on a promotional product.

Promotional Products From Garrett Specialties

Garrett Specialties has been helping businesses and organizations customize promotional merchandise for more than 30 years. We offer a wide selection of products that can be used to display company logos and messages for events, customer appreciation, employee programs and other promotional needs.

For assistance selecting promotional products that work with your company artwork, call Garrett Specialties at 1-800-320-1510.