Identity Definitions
Learn more about corporate identity

Corporate identity refers to the unique set of characteristics, goals, attributes, and philosophy that make up a company’s identity. Just like people, corporate identity differs for each and every company. It provides its company with its “personality”, its reason for existence, its spirit and its soul. There are many elements that comprise a company’s corporate identity—from its core values to its marketing strategy. A key component of corporate identity is the visual identity. A corporate visual identity goes beyond the fundamental logo, colors, and typeface of a company to include every form of visual communication. Letterheads, business cards, envelopes, and advertisements are all part of a company’s visual identity.

A company’s visual identity is integral in communicating its message, establishing brand awareness, and distinguishing itself from all other companies. In essence, it gives a company a visual presence so that it can be known and easily identified. A good visual identity should instantaneously convey the desired message and attract the target audience. In addition, the visual identity conveys why the company is unique, desirable, and significant to its target audience.

A strong identity strengthens your brand awareness by becoming instantly recognizable. Creating a strong visual identity starts with a powerful logo. The creation of a logo is the first step in creating a visual identity since it influences the design of all other visual communication. In addition, the logo will become the most recognizable symbol of a company’s brand and appear in numerous marketing collateral including letterheads, business cards, stationary, envelopes, and advertisements.

A company’s logo should instantly communicate the desired message to its audience. Through the right choice and combination of colors and images, logos attract the viewer’s attention and remain in their memory. Hence the logo is integral in promoting brand awareness and ensuring a company’s success. In addition, the logo is the visualization of a company’s corporate strategy. It should instantly convey the purpose, philosophy, character, and uniqueness of the company. This, in turn, will attract its target audience by giving them a sense of identification with the company.

Lastly, it is important to ensure that a company’s visual identity is unified and singular. All visual communication should adhere with and strengthen the company’s message. Otherwise, the company’s message will be confusing and easily forgotten.
In addition to visual identity, the corporate identity embodies a company’s ethics, attitudes, and philosophy. These aspects of corporate identity help create an environment that attracts people and employees with similar views, which in turn strengthens the company’s identity. Also, a company’s corporate identity differentiates it from its competitors through the unique products and/or services that it offers—hence making it an essential marketing tool.

The Psychology of Colors
Different colors have different implications and affects

Color is all around us yet we are oftentimes oblivious to the strong impact that it has in our everyday life. So how do colors affect us? Why are people more relaxed in rooms painted green? Why do weight lifters do their best in blue gyms? How do the implications of colors differ in various cultures? And most importantly, how can I use color to strengthen my company’s image? The following list describes moods, attitudes, and symbolism associated with the different colors. Refer to this list to help you determine what message you want to convey to your audience. Remember, color is a powerful tool you can use to attract, compel, engage, and inform your audience.

BLACK
Black is the color of authority, power, elegance, mystery, fear, sadness, evil, and death. Stylish, sophisticated, and timeless, it is a popular color used in fashion. Black can also represent submission. For instance, priests wear black to represent submission to God.

WHITE
White symbolizes innocence and purity. Often associated with cleanliness and simplicity, it is a popular and safe color to use. Since white reflects light and has a cooling affect, it is often seen in the summertime. Cultural differences play heavily on the implications of white. In western cultures, white is associated with marriage and life. In contrast, eastern cultures associate white with coldness and sterility. In Japan, even, white carnations signify death.

RED
The most emotionally intense color, red increases ones heartbeat and breathing. Red is oftentimes associated with love, romance, and passion. On the other hand, red also arouses anger, violence, and fear. Because of the intensity of the color, red is often used minimally, as compared to white or blue. Designers and decorators like to use red to accent a room or design. In addition, red attracts the most attention of any color. Hence, it is used on stop signs, emergency exit signs, and signs indicating danger.

A less saturated hue of red, pink is more calming and innocent. Like red, it is a romantic color often associated with love, flowers, and Valentines Day. In addition, pink carries many cultural stereotypes associated with femininity. It is a popular color among girls and is considered flirtatious.

BLUE
The color of the sky and the ocean, blue is one of the most popular and beloved colors. Unlike red, blue decreases the heart rate and produces a calming affect. Hence blue is a common color used in interior decorating. Blue is most commonly associated with peace, tranquility, and nature. However, blue can also be cold and depressing—as noted by the common usage of the term “blue” to mean sad or down. Blue also symbolizes loyalty. Hence, fashion consultants recommend wearing blue to job interviews. Interestingly, people are oftentimes more productive in blue rooms. Studies even show that weightlifters are able to handle heavier weights in blue gyms.

GREEN
Currently the most popular decorating color, green is universally associated with nature and the earth. As a result, environmentalists, vegetarians, and other groups associated with the earth oftentimes use green as their representative color. Green is also known to have medicinal and healing powers. Since nature’s plants and herbs have rejuvenating qualities, green is associated with life and fertility (Brides in the Middle Ages wore green to represent fertility). Green is also the easiest on the eye and can improve vision. Like blue, it is a calming and refreshing color. People waiting to appear on TV sit in "green rooms" to relax. Hospitals often use green to relax its patients. Other positive associations with green are wealth and good luck--as noted by the popular four leaf clover and St. Patrick’s Day holiday. On the other hand, green can represent envy and some cultures associate green with unfaithfulness and misfortune.

YELLOW
Yellow is the most cheerful and optimistic of all colors. Bright and vibrant, it attracts much attention. While it is considered to be an optimistic color, people are known to lose their tempers more often in yellow rooms. In addition, infants are likely to cry more when surrounded by yellow. Yellow is also the most difficult color for the eye to take in, so it can be overpowering when overused. However, yellow enhances concentration. Hence it is use for legal pads and memo notes.

PURPLE
The color of royalty, purple connotes luxury, wealth, and sophistication. At the same time, it is also feminine and romantic. It is known to be exotic and mysterious—oftentimes associated with the night. In addition, purple symbolizes many aspects of the mind, including wisdom and enlightenment. However, because of its association with wealth, it may also indicate opulence and arrogance.

BROWN
Brown is abundant in nature and hence it represents wholesomeness and earthiness. Warm and neutral, brown has as a soothing affect and is known to stimulate the appetite (think chocolate.) Brown suggests dependability, honesty, and friendliness. Dark brown is a favorite substitute of black when a warmer color is desired. In addition brown makes surrounding colors appear richer and brighter. Brown is also a stereotypically dull color and can connote sadness and wistfulness.

Food for Thought
While blue is one of the most popular colors it is one of the least appetizing. Blue food is rare in nature. Food researchers say that when humans searched for food, they learned to avoid toxic or spoiled objects, which were often blue, black, or purple. When food dyed blue is served to study subjects, they lose appetite.

Green, brown, and red are the most popular food colors. Red is often used in restaurant decorating schemes because it is an appetite stimulant.