When the book „Corporate Identity“ was published in 1980, it was not yet foreseeable that the term would become a common vocabulary in everyday language and give rise to many similar terms. CI is the formulated self-image of a company. It consists of fixed, binding principles for behavior, communication and appearance, to determine a distinctive corporate personality.
The new perception of companies is much more comprehensive and holistic than before. The company is defined as its own personality and is supposed to stand out and position itself from others. The idea behind this is that companies are not perceived any differently than people. And just as we judge people by their appearance, their statements and their behavior, companies also believe they are judged. This generally takes place in a holistic, schematic, judgmental and stable way. The company is therefore easily recognized.
What is corporate design?
Currently, it is a predominant practice for many companies to steadily increase their CD budget in order to better position themselves against competitors or to make their products more attractive.
Corporate design is often equated with CI, but in reality it is just one of many tools. It makes the company identity obvious and visually perceptible. It is the material framework that serves as many aspects of the spiritual content as possible in order to give a memorable image of the company.
Any reduction, even that of a company, to a concise formula is not only difficult but also questionable. Any simplistic thinking runs the risk of slipping into black-and-white thinking and simplifying inadequately. However, since this is about efficiency, maximization, etc., other criteria must be applied as decisive. It is easy to overlook the fact that a universe of influences is taken into account behind the seemingly simple slogans.
So which areas need to be considered in order to express a concern appropriately? Principles such as appropriateness, authenticity, empathy, faith and credibility are extremely important. Integrity, personality, presence, relevance and transparency are just as important as the commitment to keeping promises. What values does the company commit to? How relevant are the efforts? How important are ecological issues alongside financial ones? Many ideas and – sometimes painful – experiences must be incorporated before a solid identity can be created. And this list is just a hint of the variety of directions a brand can take.
Text: Stefan Donat