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What is Corporate Identity

Chapter 100
Encyclopedia of E-Business Development and Management in the Global Economy
Taglines, logos, and marketing elements which could build company’s identity and brand image.
Published in Chapter:
Design Elements and Principles for Maintaining Visual Identity on Websites
Sunghyun R. Kang (Iowa State University, USA) and Debra Satterfield (Iowa State University, USA)
Copyright: © 2010 |Pages: 7
DOI: 10.4018/978-1-61520-611-7.ch100
Abstract
The visual design of a website is critical when establishing a strong corporate identity on the web. The look and feel of a website will quickly influence a user with regard to how they perceive the image of the business. It will determine whether they feel comfortable or included in the site’s target audience and whether or not they feel the business is professional or trustworthy. If at a first glance, the visual design does not connect on these levels with the user the likelihood of them using the site or purchasing products is greatly diminished. Therefore, the site must quickly capitalize on a known and trusted pre-existing corporate identity, or establish a new corporate identity that is professional and appropriate. The purpose of this chapter is to examine design factors and determine which of these factors affect people’s ability to identify and perceive information on web sites. This chapter discusses how design elements can cross media boundaries and create a consistent and effective user experience between the physical business and its presence on the web. This chapter explains branding elements such as logos, color systems, typography, grid structure, photography, graphic style, and the visual hierarchy of information with regard to how they can be used in static and dynamic applications.
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Chapter 51
Design Elements and Principles for Maintaining Visual Identity on Web Sites
Taglines, logos, and marketing elements which could build company’s identity and brand image.
Published in Chapter: Design Elements and Principles for Maintaining Visual Identity on Web Sites; From: Encyclopedia of E-Commerce Development, Implementation, and Management
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Chapter 3
Emerging Trends in Stakeholder Engagement and Corporate Social Responsibility Communication
Corporate identity includes logos, company house-style and visual identification. Moreover, it presents the uniqueness of an organisation, which is fully related to its external and internal image and reputation, thanks to corporate communication ( Gray & Balmer, 1998 ).
Published in Chapter: Emerging Trends in Stakeholder Engagement and Corporate Social Responsibility Communication; From: Linking Cultural Dimensions and CSR Communication: Emerging Research and Opportunities
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Chapter 8
Colour Theory in Healthcare Corporate Identity
It consists of all elements, including graphics, that allow you to communicate the organizational culture.
Published in Chapter: Colour Theory in Healthcare Corporate Identity; From: Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector
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Chapter 5
Communicating Socially Responsible Initiatives: New Incentives to Sustainable Development
Combination of color schemes, designs, words, etc., that a firm employs to make a visual statement about itself and to communicate its business philosophy. It is an enduring symbol of how a firm views itself, how it wishes to be seen by others, and how others recognize and remember it. Unlike corporate image (which is 'in there' changeable mental impression), corporate identity is 'out there' sensory-experience conveyed by things such as buildings, décor, logo, name, slogan, stationery, uniforms, and is largely unaffected by its financial performance and ups and downs in its fortunes. Corporate-identity is either strong or weak (not positive, negative, or neutral like a corporate image) and is more or less permanent unless changed deliberately ( http://www.businessdictionary.com/ ).
Published in Chapter: Communicating Socially Responsible Initiatives: New Incentives to Sustainable Development; From: CSR and Socially Responsible Investing Strategies in Transitioning and Emerging Economies
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Chapter 18
Corporate Cults: Corporate Identity and Storytelling in the Context of Archetypal Symbolism
Corporate identity is the personality or image of an organization. Corporate identity can also be reflected in all visual elements. Identity forms the basis for corporal positioning. Corporate identity refers to corporate beliefs, goals and values and is a unique management tool for separating the organization from competitors.
Published in Chapter: Corporate Cults: Corporate Identity and Storytelling in the Context of Archetypal Symbolism; From: Handbook of Research on Narrative Interactions
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Chapter 703
Visual Identity Design for Responsive Web
Taglines, logos, and marketing elements which could build company’s identity and brand image.
Published in Chapter: Visual Identity Design for Responsive Web; From: Encyclopedia of Information Science and Technology, Fourth Edition
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Chapter 52
Design and the Virtual Organization
The elements of design that represent recognizable identity of an organization visible through communication material.
Published in Chapter: Design and the Virtual Organization; From: Encyclopedia of Networked and Virtual Organizations
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