Corporate Identity and Its Elements
The concept of style, as an expression of the specific character of creative activity in a particular era, emerged a very long time ago, but as an aesthetic category representing a consistent unity of the imagery system of means and techniques of artistic expression, it was conceptualized about two centuries ago.
Style is a set of characteristics and a similarity of artistic techniques and means that determine the unity of expression and worldview. Style is understood to encompass enduring forms of architecture, fine arts, and applied arts that have existed over a long period of time. This enduring nature of the formal means of artistic expression, which reflects the ideology of society, is also referred to as the style of an era.
An organization’s corporate culture involves the development of a corporate identity (design concept)—a cohesive whole that encompasses unified color schemes, design solutions, typefaces, and other style-defining factors.
Corporate identity is a system for designing a company’s external image. The phenomenon known as corporate identity consists of a whole range of techniques (graphic, color, visual, linguistic, etc.) that, on the one hand, ensure the visual unity of all the company’s products as perceived by any observer, and on the other hand, distinguish the company and its products from competitors.
In the second half of the 20th century, an entire field of marketing communications emerged—corporate identity development.
Elements of corporate identity:trademark, logo, corporate color, distinctive product design features, the exterior appearance of buildings and interior design, corporate apparel, elements of office administration, etc.
Corporate identity elements have a significant psychological impact, and many of them serve a functional purpose. However, these elements are not fully effective if they do not reflect the organization’s system of symbols, meanings, and value orientations.
A particularly important element is the trademark. It consists of figurative, word, three-dimensional, or sound symbols—or combinations thereof—registered in accordance with established procedures, which the trademark owner uses to identify its goods.
There are five main types of trademarks: word (logo), figurative (graphic image), three-dimensional (a mark in three-dimensional space, such as a “Coca-Cola” bottle or a perfume bottle designed by Salvador Dalí), sound (a musical phrase in corporate culture), combined (a combination of the types listed above).
A trademark reinforces accountability and instills pride in employees for a job well done.
Developing a trademark requires special attention. It must be concise, original, convey positive energy, be easily memorable at first glance, and be suitable for use in any logos and branding elements.
Today, more than ever, corporate identity depends on visual imagery, and the communication process follows this formula: 10% written text, 20% spoken text, and 70% imagery.
A logo (from the Greek logos – word + touros – imprint) consists of letters in a typeface. A logo is the most important of all a company’s identifying symbols. An ideal logo introduces the consumer to the company’s position and does so instantly. This word trademark, designed in an original way, helps consumers quickly recognize the company. As a rule, it consists of 4–6 letters. Approximately four out of every five trademarks are registered specifically in the form of a logo (Fig. 4.8).
A figurative mark (graphic image) performs the same functions as a logo. It is the figurative mark that is often referred to as a company logo (Fig. 4.9).
Fig. 4.9 – Figurative (trademark, brand) marks
Modern brand logos carry a great deal of symbolic meaning and are characterized by high energy, because designers often incorporate symbolic information derived from ancient times into their designs. For example, Mercedes uses the symbol of the Trinity as its logo. Triangles, as well as figures consisting of three triangles, three circles, or three other intersecting shapes, symbolize the Trinity—the unity of God in three persons. The symbol of the Trinity inscribed in a circle symbolizes a moving wheel, that is, the dynamism of life in modern civilization.
Fig. 4.10 – The “Mercedes” company logo
In the “Astron” trademark, the circle represents the unity of the spheres of existence (the cosmos), the star symbolizes protection from evil forces, and the red letter “a” signifies activity.
Fig. 4.11 – The “Astron” company logo
Recently, pictograms have become widely used in corporate identity design. A pictogram is a representation of a message’s content in the form of one or more drawings. The principles of pictography are used today in the creation of various signs intended for identification or signaling purposes (Fig. 4.12).
Fig. 4.12 – Icons
When developing a design (trademark), logo, pictogram, and other elements of corporate culture, it is necessary to adhere to the established corporate identity concept. The entire set of solutions must form a cohesive system.
Interior
Interior – the internal space of a room, as well as its decoration. It is an artistically organized environment for human activity. Corporate culture assumes that all systems of workspaces and rest areas are functionally and spatially interconnected. Therefore, all of this must form a unified, aesthetically complete, and logically thought-out whole.
Interior design has a tremendous influence on people. One of its functions is to foster, on a subconscious level, a desire in each individual to work within these walls and take pride in their workplace. The physical and spatial environment surrounding people should serve as a unifying force that inspires a creative approach to one’s duties.
Proportions, room dimensions, lighting, comfortable furniture and production equipment, and a well-chosen color scheme are of great importance when designing an interior.
Clothing
An important element of corporate culture is the company’s business attire. It serves as an indicator of the organization’s distinctive traits and reflects its psychological profile.
Rituals and Celebrations
Rituals, ceremonies, anniversaries, and holidays are an important tool
of corporate culture. They must be designed as
a comprehensive system—on the one hand, for development, and on the other, to meet employees’ needs.
The Organization’s History and Culture
The history of the organization’s origins and development, its key figures, and its myths form an important part of corporate culture. They address people’s need for the company’s enduring priorities, provide role models, and foster a belief that the organization is special and, to some extent, legendary.
Physical Culture
Caring for the health of every employee is an integral part of corporate culture. According to the WHO’s definition, health should be understood as a state of complete physical, mental, and social well-being. The organization must plan initiatives to promote and implement a healthy lifestyle among employees.
The physical and mental components of health are interrelated. Values related to personal growth have a significant impact on the development of a healthy lifestyle. In turn, a healthy lifestyle contributes to personal growth.
Basic concepts and keywords: culture, corporate culture, functions of corporate culture, types of organizational cultures, structure of corporate culture, corporate spirit, corporate values, corporate mission, business principles, manifestation (external expressions) of corporate culture, symbol, corporate identity, trademark.