Corporate Design


Corporate identity is viewed as being composed of three parts, two of which have to do with design: the Corporate design (logos, uniforms, etc.) and the Corporate communication (commercials, public relations, information, etc.).

In general, this amounts to a logo (logotype and/or logogram) and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the identity is applied and confirm approved color palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand. Most important corporations have their own identity that runs through all of their products and merchandise. They pay large amounts of money for an identity that is extremely distinguishable, so it can appeal more to its targeted audience. Above: The CBS logo, by William Golden; The New York, New Haven and Hartford Railroad trademark by Herbet Matter; IBM by Paul Rand and Olivetti by Italian designer Giovanni Pintori.
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