The Four Basics of Corporate Identity

Corporate identity is exactly as the name implies. It refers to the marketing materials used to give your company or brand it’s own identity.

 Brands are composed of three major components: Visual , Verbal and Action

In this post we will be explaining the first part of creating a brand, the visual identity.

Setting the visual tone for your brand is the first part of the creative process, your corporate identity, which includes your logo, business cards and your website. In this phase, graphic standards, colors, and font selections are chosen.

 Often, when first contacted by someone in search of a graphic designer, they tend to ask the question “What components are necessary for a corporate or brand identity?” It varies depending on the type of business and usage, however in general the following basic items provide a good base:

1. Logo
2. Style Guide
3. Website
4. Overview Brochure

Below are overviews of each component, and why they apply to most businesses.


Your logo is arguably the most important part of your brand, as it tells everyone who you are quickly and simply, in a way they will not quickly forget. It is what will appear in virtually all of your marketing pieces and marketing communication, setting their tone.

Style Guide

Visual style guides are used to define the way the brand will look and to keep corporate graphics consistent and uniform across materials. The rules for graphic style guides typically include applications and variations of the logo, design standards in terms of look and feel (minimalist versus abstract or modern versus vintage), corporate color palettes, and white space usage. This guide also includes typography details (font families, sizes, kerning, and line height/spacing), layout specifics in terms of how elements are positioned on a page, and information on website navigation and visual hierarchy.



Your company’s website, in the current age, is often the first or second contact point for potential clients.It is for all intents and purposes your virtual business card and it’s important to get it right, so be sure to budget for it. If you don’t like it, your customers won’t either, so don’t make it something to apologize for. Create something that you find impressive and striking, your customers will think so too.

 Even with a smaller budget, you can still make a good website. A great website is something you will never regret


Overview Brochure


In the age of technology, it’s easy to think that brochures are a thing of the past. Think again. When you’re away from your computer or tablet, your brochure can draw in customers on it’s own. The only brochure that can accomplish this is a uniquely formatted and designed piece of marketing that you would be proud to hand out yourself; a brochure that can be easily passed out with words of recommendation, impresses the reader, and helps people understand your company. Your brochure is the convincing voice that can be there when you aren’t.

Investing in a professional brand identity accomplishes three things.

1. It improves your look and feel, making it professional.
2. It enhances the confidence of your company, improving sales.
3. It makes the difference between being a generic company, or a company that clients come back to and depend on.

Take care of your corporate identity, and it will reward you in return.


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