let it be clear. Your corporate identity provides the viewer with a more extensive explanation of the purpose/mission of your company through visuals. The identity is made of a logo, colors, and fonts. These elements are then applied to stationery, advertising, packaging, newsletters, web sites, posters and any other collaterals that you might need. The voice throughout these visuals should always remain consistent. Not having an identity would be like having a blank business card.

Here are a few quotes about the importance of a strong and cohesive visual identity.

opportunity. “Every physical representation of a company’s image that people notice whether it’s a letter written on the corporate stationery, a product and its packaging, an annual report, a logo, a sign, or a name badge worn by a counter clerk, offers an opportunity to win respect and admiration.”

strategy. “Whether it happens by plan or accident, every business develops a public image or identity. Leading companies enjoy the benefits of a well-planned and administered, and therefore consistent and universally recognized identity.”

recognition. “The identity you create will determine how a company will be recognized now and in years to come.”

Your identity can be born or reborn before you even know it. So, before you position your business you should know exactly what you want to say. You want your identity to speak for your business when you can’t.

Text excerpted from "The Graphic Design Handbook for Business" ©1995 American Institute of Graphic Arts/Chicago Chapter