Corporate identity

A professional corporate identity consists of a combination of several elements. These house style elements are established in a house style manual. All of a company's or brand's communications must comply with the basic principles set out in the house style manual.

A professional corporate identity consists of a combination of several elements.

The key elements are:

  • Logo
  • Typography
  • Colors
  • Forms
  • Images
  • Language use


Logo
Is perhaps the starting point for a corporate identity. A logo is a pictorial mark, word mark or a combination of both. It is the visual translation of a company and brand. It is important that the logo says something about the identity of the organization in a distinctive way.

Typography
At least as important as a logo is the choice of a typeface (font). A font imperceptibly evokes different associations: businesslike, informal, childish, old-fashioned or luxurious. So it is important to ensure that the typography matches the target group. Sometimes multiple fonts are used next to each other for different types of communication such as print and online communication. This is often due to the availability of standard fonts in common software and operating systems.

Typography
At least as important as a logo is the choice of a typeface (font). A font imperceptibly evokes different associations: businesslike, informal, childish, old-fashioned or luxurious. So it is important to ensure that the typography matches the target group. Sometimes multiple fonts are used next to each other for different types of communication such as print and online communication. This is often due to the availability of standard fonts in common software and operating systems.

Pictures
The use of images such as pictograms, symbols, illustrations, photographs and videos are very decisive for the appearance of a brand. A corporate identity defines style rules for photography as well. Often all images (media assets) are recorded in a digital media database.

Images
Het gebruik van beelden als pictogrammen, symbolen, illustraties, foto’s en video’s zijn erg bepalend voor de uitstraling van een merk. In een huisstijl worden ook voor fotografie stijlregels vastgelegd. Vaak worden alle beelden (media assets) in een digitale mediabank vastgelegd.

Language use
Often forgotten, but certainly part of a corporate identity is language use. The tone-of-voice, pay-off or slogan and the use of terms are all part of the corporate identity. It's not just about an unambiguous writing style, even employees who answer the phone should be on the same wavelength in terms of language.

In short: there is still a lot involved in a professional corporate identity.

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