The Birth of Corporate Identity
The purpose of corporate identity is to provide the public a visual face which accurately reflects the corporate objective and mission. This is accomplished through creative branding and trademarks.
The corporate philosophy is a blend of the corporate culture and reflects the corporate personality.
The identity must have ownership of this philosophy or organizational identity.
The visual interpretation powerfully communicates answers to all the questions in a single glance.
A successful brand creates an instantaneous, publicly recognized identity.
The corporate identity manual is an agreed upon set of guidelines which regulates display of the public face of the corporation; these include the corporate title and logo that assemble the manual of Corporate Identification. These guidelines also govern the manner in which the logo will be used, the colors, the palettes, typefaces, and the page layouts that maintain the visual continuity and recognition of the corporate brand.
Once the rudimentary form of the corporate identity has evolved, research into similar names in similar businesses must be done prior to finalizing the corporate identity. A big investment, early detection of possible competing trademarks can help protect the corporate identity from the potential of future lawsuits.
Since this identity is of such importance, a great effort must be paid to research and development to the branding, for both the visual impact and for marketing the brand. Some corporations have attained such exposure with their brands that are easily recognizable with their visual image. Good examples would be the logos of Google, Mercedes Benz, GM, Kraft, and American Airlines.
Here, we pause to highlight that the most recognizable brands use the typeface or font called Helvetica (or a variation of that typeface) because of the simplicity and ease of legibility from a favicon to a building-sized billboard. Upon completion of this "mark" image (including the corporate identification and the corporate identity manual) a trademark must be filed with the US Trademark Office to protect the originality of the brand and the investment of the corporate identity.