Under Corporate Identity (short: "“CI"”) one understands the "“personality"” and/or the "“character"” of an enterprise, which as a uniform participant - with quasi human characteristics - acts and is noticed.

The Corporate Identitiy/firm personality represents the sum of all characteristics of an enterprise. The concept of the "“CI"” is based on the idea that enterprises can act such as personalities perception and also similarly as such. To that extent enterprise a quasi human "“personality"” is awarded - and/or it is regarded as task of enterprise communication to help enterprises to such an identity. The identity of a person results for the observer from the way to normally speak to act and the optical feature. If one regards an enterprise as a quasi personalen participant, then its identity with a strategy of consistent acting, communicating and visual occurrence can be mediated. If everything fits to each other and the complementary parts result in a uniform whole, stable perception of a participant with a specific character, the Corporate Identity develops. Typical way covers CI the business philosophy, the example, the conceptualnesses, the action guidelines, the names, the Logo, further visual indications, if necessary acoustic indications as well as all further distinction and however position characteristics and in special - if available - the special promise of the enterprise as mark.

One regards the Corporate Identity to classical way as from the four subregions Corporate Design (CD), Corporate Communication (CC), Corporate image (CIg) and Corporate Behaviour (CB) in an educated manner. The Corporate Design, by which first only the visual identity was understood, is e.g. supplemented thereby increasingly by further sinnlich affektiv perceptible characteristics like the acoustic appearance. CD would be thus the sinnliche perceptible total appearance. The Corporate Communication covers entire enterprise communication - both inward and outward. To the Corporate Behavior as Unternehmenskultur belong the behavior of the coworkers among themselves, opposite customers as well as to suppliers and partners. In practice the three ranges are to be separated not sharply, since various overlaps result. Further important konstitutive factors for the Corporate Identity are the history and traditions of the enterprise, its organisational structures and its example (goals and self understanding). In the colloquial language - false way - frequently of CI one speaks, if actually only the CD is meant.

The idea of the enterprise as a personality, lying to reason, corresponds with the political participant theory.

Literature

• Autumn, Dieter (2003): Corporate Identity. Cornelsen, ISBN 3-464-49056-4.
• Kroehl, Heinz (2000): CI 21, Corporate Identity as success concept in 21. Century. Vahlen, ISBN 3-8006-2485-0.
• Paulmann, Robert (2005): double loop. Basic knowledge Corporate Identity. Hermann Schmidt publishing house, Mainz, ISBN 3-87439-660-6.
• Birkigt, Klaus Stadler, Marinus m. Funck, Hans's J. (2002): Corporate Identity. Modern industry, Landsberg/Lech, ISBN 3-478-25540-6.
• Regenthal, Gerhard (2003): Holistic Corporate Identity. Gabler, Wiesbaden, ISBN 3-409-12079-3.
• Cellar, Ingrid G. (1993): The CI-dilemma. Gabler, Wiesbaden, ISBN 3-409-28706-X.

Used topics

• The Gestalter Otl Aicher sketched among other things a great many appearances of companies.
• Corporate Books are books from companies to marketing or PR-purposes.
• The Firmenhymne is particularly in Japan part of the Corporate Identity.

Related links

• Corporate Identity portal (German)
• Corporate Identity documentation (English)
• A Website about Corporate Identity (English)

Articles in category "Corporate Identity"

We found here 36 articles.

Related Websites

We found here 3 related websites.

• A Website about Corporate Identity
  This website contains information about corporate identity, including a bibliography and links to related sites on the internet, and provides a catalogue ...


• Corporate identity - Wikipedia, the free encyclopedia
  This article discusses corporate identity both in the business sense and the ... In marketing, a corporate identity or "CI" is the "persona" of a ...


• Corporate Identity Documentation
  A magazine about corporate identity documentation, corporate design manuals and styleguides.