Corporate Identity

The Corporate Identity (CI for short) is the identity of a company, presenting the company's appearance both externally and internally. It serves to ensure recognition and defines and represents the personality of the company.

The CI also includes the CD, or Corporate Design, with which it is often equated; however, the CD only encompasses the visual part of a brand's overall image. Important in the consideration of a brand through the creation of a CI is not its economic value but primarily its ideological value. If the ideological value is clearly defined, it can lead to economic gain in retrospect.

• Innovation meets simplicity: Apple
  The Apple brand is represented by its minimalist and innovative design as well as by its products and services, such as iPhones, MacBooks, and the App Store. The Apple logo is also a crucial part of the corporate identity and is recognized worldwide. The Apple brand has a clear and consistent message focused on innovation and user experience.
• Sharing happiness: Coca Cola
  The Coca-Cola brand is known for its red color and distinctive logo. The brand message of Coca-Cola focuses on friendship and community and is often associated with positive emotions. The Coca-Cola brand is generally very consistent in its visual representation and communication, which helps to build customer trust.
• Rebranding 2021. Ambient Innovation becomes Ambient
  Ambient also significantly changed its brand appearance in 2021 as part of a new CI.
  In addition to a new unified corporate design, much time was invested to shape a new identity. The result was the company values that represent our communication internally and externally. The values are paramount and significantly shape our corporate culture, the projects, and the custom software solutions for our clients.

• Establishing a consistent perception:
  A consistent corporate identity can help the company present a unified image to customers and other stakeholders. This can strengthen customer trust.
• Increasing brand awareness:
  A strong corporate identity can help the brand be recognized more easily and differentiated from competitors. This can lead to the company staying in the customers' minds more effectively.
• Improving credibility:
  A strong corporate identity can contribute to the company being perceived as professional and trustworthy. Customers are more likely to engage in business with a company whose corporate identity is appealing and reliable.
• Promoting employee engagement:
  A strong corporate identity can help employees identify with the company and its values, making them more productive and loyal.
• Increasing recognition:
  A consistent corporate identity can help the company be more easily recognized by its customers and other target groups. This can lead to the development and maintenance of long-term business relationships.

01

In the 1970s, the CI was shaped by American advertising consultants and was extensively developed as a concept in the following years.

02

Companies should develop their own identity through a guiding principle.

03

Corporate identity has several interconnected instruments. These include corporate communication, corporate design (visual appearance), and corporate behavior (conduct).

In summary, it can be said that a strong corporate identity is crucial for any business. A consistent and professional visual representation, accompanied by clear values and messages, can help build customer trust and establish long-term business relationships. A unified corporate identity can also make it easier for the company to remain in the customers' memory and differentiate itself from its competitors.

Through clear communication and identification with the company's values, employee engagement and loyalty can also be strengthened. This can lead to higher productivity and a better working atmosphere. Overall, a strong corporate identity can contribute to a company being perceived as professional and trustworthy, which in turn can lead to increased brand awareness and business success.

A well-thought-out corporate identity should not only be limited to external aspects like the logo or design but should also reflect the values and mission of the company. Only in this way can it help create a consistent and strong identity that supports the company in every area of its operations.