corporate identity of a brand
corporate identity of a brand

The brand is the intangible value of a company. In turn, the basis for the creation of a solid and well-positioned brand in the market is a well-defined and elaborated corporate identity.

The corporate identity gives the brand personality, makes it recognizable by distinctive features (both visual and conceptual); differentiates it from the competition and gets the public to establish an emotional connection with it.

This concept should not be simplified, it being necessary to understand that it goes beyond a logo because it is a set of features that make each business unique.

In other words, the visual identity is represented by the logo, but it is also characterized by certain colors, fonts, distinctive shapes and all the visual elements that a brand uses as an identifying seal.

The logo, for its part, is the most characteristic visual element, but associating the corporate identity only with a name and its graphic representation is making a definition that is too concise and biased. 

What is Corporate Identity?

Corporate identity is the DNA of a brand. That is, the visual and conceptual elements that define its personality, and are used in all the materials that a company generates (stationery, web, brochures…).

Everything related to visual identity is included in the corporate identity manual , a document that brings together all the graphic identity signs and explains their use, as well as their application in different formats.

Therefore, the conceptual identity encompasses the intangible elements (the brand’s personality, its values, its philosophy, its tone and its communication style), and the visual identity is the reflection of these concepts.


Corporate identity can be defined as the set of unique and differentiated features of a brand. They are the visual and conceptual elements that make that brand recognizable and different from other brands.

Corporate identity makes a brand unique. However, there are those who include within their definition only the visual elements (those that are included in the identity manual).

In addition, sometimes the term corporate identity design is confused with corporate image , since they are often used as synonyms, but both terms have a different meaning.

Corporate identity refers to how the company is defined from within, while corporate image is the perception that the public has of said company. How he perceives it, what values ​​and what personality he associates with it.

The corporate image is built from the communication actions carried out by the company to project its corporate identity.


For the corporate identity to be relevant, its visual representation must be consistent with the conceptual one. That is, the graphic elements must present the values ​​and personality of the brand.

Therefore, the visual image must conceptualize those values ​​that the brand wants to project to its public.

A relevant identity will also be original, different from other brands and timeless.

Stages of creation of the Corporate Identity

The creation of the corporate identity is a work process made up of different phases. The company that wants to build its identity, as well as the designer or team of designers who carry out the development, go through several stages of work until they reach the final result.

Stage 1. Analysis and collection of values

This is the phase of research, documentation and self-knowledge of the company and the brand itself. It is the moment in which the image to be projected will be analyzed.

In this first stage, it is essential to take into account the profile of the client that the brand will target so that there is coherence between the image that will be projected and the characteristics of the public that it will target.

The corporate identity must be based on its own values ​​but must also consider the needs of the target audience.

The end result must be attractive to that audience. It is not the same to create the corporate identity, for example, of a luxury restaurant that focuses on people between 50 and 65 years of age with high purchasing power, than that of a modern restaurant with vegetarian menus that wants to attract a young and dynamic public.

In this stage, the values ​​that will represent the brand will be defined. For example, creativity, closeness, honesty.

Also its philosophy, which will be a differentiating value. The tone and communication style will be worked on, which will then be applied to the visual identity and content so that the brand is recognizable. And all without losing sight of the target audience.

Stage 2. Creativity

At this time, the creative process for the construction of the corporate identity will be carried out. Creative techniques, such as brainstorming, will be applied to develop the concepts that have been defined in the previous phase.

It’s time to put ideas on the table. Make sketches, assess the different approaches and decide.

Stage 3. Development

From this moment on, the corporate identity begins to take shape and become more tangible. The tasks that correspond to this stage of the process are the choice of colors, fonts and graphic elements.

It is the stage in which the logo and stationery (business cards, letters, envelopes, invoice and budget models, product packaging…) are designed.

In short, all the necessary graphic material according to each case.

Stage 4. Review and launch

It is necessary to review all the designs. For this reason, at MadridNYC we always make sure that the final result adapts to the client’s expectations. That is, they represent the values ​​of the brand and do not contain errors.

The last step is the launch of the new identity, because its creation is only the beginning; once created, it must be applied and projected.

It must be present in each brand communication action to transmit its differential value, its personality and its philosophy in order to gradually build a positive corporate image in the public’s mind.


Corporate identity is the first step for a company to position itself in the market, be recognized and remembered. In addition, it is the key to differentiate yourself from the competition, so you must dedicate the necessary time and effort.