Corporate identity comes into being when there is a common ownership of an organizational philosophy that is manifest in a distinct corporate culture — the corporate personality. At its most profound, the public feel that they have ownership of the philosophy. (Balmer, 1995).

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 colour palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand.

Corporate identity is the image used by a company which is designed to portray the company's identity, aims and objectives. Corporate identity is demonstrated by branding and trademarks. Corporate identities were initiated by the philosophy of the common ownership of organizations. This philosophy is manifested in a distinct corporate culture. Corporate identities can be in the form of logos, trademarks, etc. subjected to proper designing. This includes the color palettes, page layouts, type faces and other such methods that identify the corporation in the market.

Corporate identity has become an important tool for the promotion of corporate culture and companies. It is considered to be composed of the following parts:

• Corporate design (logos, uniforms)
• Corporate communications (advertisements, public relations, information, commercials)
• Corporate behavior (internal values, norms)