A corporate identity is the manner which a corporation, firm or business presents themselves to the public, such as customers and investors as well as employees. It is a primary task of the corporate communications department to maintain and build this identity to accord with and facilitate business objectives.
Corporate identity is often seen as a collection of visual elements, which are used in various applications to promote the image of an organisation. Originally, it was synonymous with organisational nomenclature, logos, the housestyle and visual elements, but in time visual identity and corporate strategy have become inextricably linked.
Some marketing specialists regard corporate identity as the core of an organsation’s existence, made up of its history, beliefs, philosophy, technology, people, its ethical and cultural values and strategies. Corporate identity also helps determine the positioning of an organisation in terms of its markets and competitors.