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What is Corporate Identity (CI)?

Updated: Sep 2, 2022

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Have you ever noticed why we remember some companies so well? We just hear their name, see their logos. But in our mind it gets anchored and we can even feel certain emotions towards these companies. Often, the design also already gives direction to what kind of people would use these companies or what the target audience is. Companies that become so entrenched in people's minds have a very strong corporate identity.

A corporate identity doesn't just happen when a company is created. It has to be built up and delicately express the company concept and message to the target audience. This is something that entrepreneurs should have in mind before starting their business to show a strong brand identity.

In this article, you will learn what a corporate identity is, its components and why entrepreneurs should pay attention to it.

What is corporate identity or CI?

CI or Corporate Identity is the idea and design of creating a unique brand and brand direction that consumers can remember. If it stands out clearly enough and represents the identity of the brand, customers will always remember and recognize our brand image.

Core components of corporate identity

Many people think of corporate identity as the design of a brand's logo, but corporate identity is not just limited to design. In this article, we will look at two key elements of corporate identity:

1- Concept and Personality.

The concept and personality of a brand or company are basically the answers to the following questions: who are we, why are we different, who do we serve, what is our core value and mission. For some companies, this also includes how we work and how we treat our employees (work culture). If this doesn't ring a bell for you, think of modern tech companies like Google, Apple, Netflix, Tesla, Amazon, Meta, Huawei, etc. If you are somewhat familiar with any of these companies or use their products, you may be able to relate to their mission, work culture, etc. Brands that manage to make people feel this just by seeing the logos, hearing the names, or thinking of them are very successful at self-expression through their corporate identities.

2- Corporate Design

But how can they get these messages across to people? There are many ways to present your CI to customers: through products, media, social media, articles and news, company rules and regulations, but the most common way is corporate design. Corporate design includes a consistent color palette, fonts, corporate stationery, etc.

Bürki Art can help you create a modern, responsive website for your business. We support our clients with websites, online stores and corporate identity. We offer different packages that you can choose from, depending on what suits your business best. Do not hesitate to contact us at or 079 575 0932.

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