What is the difference between identity corporate style and branding

[subornaakter24]

Many people are mistaken in calling identity a synonym for the phrase "corporate style". This concept is deeper, it reflects the values ​​and goals of the company in a single created image. A comprehensive approach should be applied to the identity of the corporate style, which takes into account not only the specifics of the company, but also the color scheme and its compatibility.

What is the difference between identity and corporate style? The latter can be called its implementation in practice. A logo is an example of identity, but the rules used when applying it to documents or corporate clothing are corporate style.

In other words, corporate identity is just event planner email list one of the elements of identity. In addition to it, identity also includes the company name, advertising slogan, logo, brand book, and general philosophy. In order to more easily understand the main distinctive features of these two concepts, let's compare their carriers.

Carriers Identity Corporate identity
Website Yes Yes
Logo Yes Yes
Letterheads Yes Yes
Branded advertising and souvenir products Yes Yes
Advertising board (billboard) Yes No
Corporate character (corporate advertising hero) Yes No
Brand book Yes No
Also, many people confuse such concepts as branding and identity, although there are significant differences between them. The image of the company, the process of its formation, the opinion of consumers - all this is branding. Identity, in turn, is a set of means that form an image: color, style, forms. With the help of corporate identity, a company distinguishes its brand from other business entities, ensuring instant recognition by logo.

For example, if we take one of the largest telecom operators, the company Megafon, we instantly distinguish it from MTS or Beeline, because we are already accustomed to its corporate colors.

"Megaphone"


Also, based on the identity, a guideline is compiled - a document that lists the options for using corporate attributes on advertising media. It also records examples of successful and unsuccessful use of the identity so that designers can take this into account in their work.

Types of corporate identity
It is quite rare that we can clearly classify a specific example of identity into a certain category. But even a conditional division will help to better understand what is being done and why during its development.

There are two major types of identity among all existing ones: traditional and non-traditional. We can divide the latter into several smaller categories.