In marketing, a corporate identity (CI) is the "persona"
of a corporation which is designed to accord with and facilitate
the attainment of business objectives, and is usually visibly
manifested by way of branding and the use of trademarks.
Corporate identity comes into being when there is a common
ownership of an organisational philosophy which is manifest
in a distinct corporate culture - the corporate personality.
At its most profound, the public feel that they have ownership
of the philosophy. (Balmer, 1995).
In general, this amounts to a logo (logotype and/or logogram)
and supporting devices commonly assembled within a set of
guidelines. These guidelines govern how the identity is applied
and confirm approved colour palettes, typefaces, page layouts
and other such methods of maintaining visual continuity and
brand recognition across all physical manifestations of the
brand.
