Corporate Identity (CI)

Corporate identity refers to a company’s self-image and appearance. The characteristics of corporate identity either result from the history, traditions, and organizational culture of a company or they are created in order to align the image of a company with a corporate objective. A distinction is made between the corporate image (CI), which includes price, product, and advertising strategies, the corporate design (CD), or the visual appearance of a company, corporate communications (CC), and corporate behavior (CB), the conduct of employees among each other and towards the outside world.