individual has its own identity. Even twins are different from each other. In Public Relations, creating a corporate identity
is a big factor. Because this is the thing to do in making a difference from other corporations. This will identify your company
or organizations from others. But what are the strategies used in maintaining a corporate identity? What are the factors to
consider in corporate identity? Let me explain further through this module.
In this module you
- The definition of corporate identity.
- The factors composes the corporate identity.
- Maintaining a corporate identity.
let us define Corporate Identity:
1.1 Different logos from different companies.
A a corporate identity or "CI" is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives, and is usually visibly manifested
by way of branding and the use of trademarks.
identity comes into being when there is a common ownership of an organisations philosophy which is manifest in a distinct
corporate culture (the corporate personality). At its most profound, the public feel that they have ownership of the philosophy.
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.
companies, such as McDonald's and Electronic Arts have their own identity that runs through all of their products and merchandise. The trademark "M" logo and
the yellow and red appears consistently throughout the McDonald's packaging and advertisements. Many companies pay large amounts
of money for an identity that is extremely distinguishable, so it can appeal more to its targeted audience.
that we know already the definition of Corporate Identity, let us see the three parts of it:
Corporate Identity : It ‘s three parts:
Corporate Design (logos, uniforms, etc.)
v Corporate Communication
(commercials, public relations, informations, etc.)
McDonald's Philippines improves
customer service via technology
McDonald's, as the world's leading food service retailer, serves some of the world's favorite foods
- World Famous French Fries, Big Mac, Quarter Pounder, Chicken McNuggets and Egg McMuffin - in its more than 30,000 restaurants
in 118 countries, serving 46 million customers each day.
Also, McDonald's is one of the world's most well-known and valuable brands. It holds a leading share
in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country in which
it does business.
In the Philippines, McDonald's has been one of the leading quick service restaurants in the country.
Managing a company with the size of McDonald's is a mammoth task. As a result, managing its day-to-day operations is a major
challenge and that the information and communications technology requirements and infrastructure should be well placed.
In this age where technology is a key element in ensuring a company's success, McDonald's opted to avail of the help
desk service from Fujitsu Philippines, Inc. (FPI).
With over 180 company-owned branches nationwide, McDonald's was having difficulty in managing its
different hardware and software store systems. According to Executive Vice - President Kenneth S. Yang, it is not the nature
of the company to put up an IT unit, hence the decision to follow the model of a Help Desk was an inevitable recourse. Moreover,
this is going to be cost-effective for the company.
"Initially, about six years ago, McDonald's availed of the Help Desk Service from a competitor. After
a year or two, FPI won in the bidding for the service. The Asia Pacific market being serviced by FPI is also the same market
being serviced by McDonald's, thus FPI has more or less the same market," says Yang when asked why McDonald's chose FPI as
the service provider. He said that the identical market niche is a good background in servicing the existing customer base
With the implementation of the Help Desk service outsourced to FPI, several aspects
of the McDonald's operation were addressed. One of which is the monitoring of the inventory systems, the applications of the
SMS, and monitoring of documents. Eventually these tasks grew to include hardware management systems.
The Help Desk service also improved the service of McDonald's by ensuring that the store systems in
all branches are up and running all the time. As an example given by Yang, in case where a store has five Point-of-Sale stations,
any trouble that will arise in one of the POSs will surely affect the service quality for the given number of customers at
that particular time. This is of course a non-issue anymore because FPI takes care of the help desk function to provide technical
Another benefit would be that previously, it took McDonald's about a whole day to provide technical
support service to a store. Now, with FPI's Help Desk service, it only takes half the time because any problem can be addressed
from the Help Desk's end.
"We are following the US market in terms of growth, so this year, we will continue with the specific
projects that have been started last year and the consolidation of the different applications, so that the stores can access
the applications using the Internet, " says Yang when asked about the company's IT plan.
Expounding more on the network consolidation, Yang described that the store network is a project that
allows the company-owned stores to be connected either via broadband or frame-relay. This allows the company to retrieve some
information from and to the stores from the Help Desk for updates of the pricing, downloading of memos etc., as well as email
exchange of information from the head office and suppliers. Easy communication provided by network consolidation also covers
the local announcements from the head office to the stores. The network consolidation also allows the deployment of applications
Another area for IT expansion is the consolidation of applications, focusing more on the transmission
service. This works when a branch finished a store day and consolidation of all the information takes place from the store
to the head office. With the store network in place, the time in generating the reports will also be faster, he said.
McDonald's is definitely a leader in the food chain industry, also in technology. Through technology enhancements
such as FPI's Help Desk Service, network and application consolidation, and other technology implementations, operations of
the company are greatly improved, ultimately benefiting not just McDonald's but its millions of customers in the Philippines
v Corporate Behavior (Internal
values, norms, etc.)
To make it more easier to understand, let
us see some example of corporate identity:
Example of Corporate Identity:
Corporate identity - dcu identity
DCU's new logo was designed to be visually attractive and to reflect our
corporate objectives and core values as outlined by the Strategic Plan.
A particularly strong feature of the design is that it is versatile and can be used in conjunction
with individual identities for various colleges, schools and centres that are linked to or part of the university.
Nevertheless, it is essential that the integrity of the logo be maintained, and that the logo
be used in accordance with the following guidelines.
corporate identity - corporate logo
(a) logotype and symbol
The DCU logo comprises 3 Rings and the logotype DCU. The rings and letters are fully integrated
and should never be used separately.
The logos are available in the following formats: EPS, TIFF, & GIF.
Please follow these guidelines when using the logo:
* Never separate the rings and the
* Do not recreate the logo yourself
* Do not stretch or distort the logo
* Maintain the scale and proportions
of the logo: When increasing or decreasing the size of the logo in "Word", scale in and out from the corners. Do not drag
the picture box from the top, bottom or sides
Do not attempt to change the logo in any way.
Design for web
The style and design of the DCU logo lends itself to animation and works well reversed out
of solid colours on media such as web.
If you are animating the logo, make sure the final version is true to the original.
Clear space gives the logo room to "breathe" on a page. Always leave at least this amount
of space (exclusion zone denoted by distance a-b) around the logo when presenting it with other graphic elements.
(c)Use of Faculty, Unit or Department Names
unit or department names should not be placed directly under the logo
Optimum - Branding
Bold, Confident use of flat
colour areas through alle the communication will help to strengthen the message of the brand.
These brand clours reinforce
the clean, modern and confident look.
The logo is the central focus of the brand.
University of Bradford
- Corporate Identity Guidelines
The University of Bradford logo
The University of
Bradford logo was first created in 1993 and has been updated to make it easier to use in publications and on the increasingly
important medium of the web. It has two main components: the symbol and the namestyle which must always appear together and
in the same proportions as shown. The University motto ‘Making Knowledge Work’ should be used wherever possible
and positioned as per the guidelines. ‘Confronting Inequality : Celebrating Diversity’ should be used appropriately,
appear on all job adverts. (…)
The logo itself comprises
four squares depicting two quarters of a globe, a stylised open book with seven clasps, and two bugles. The logo uses elements
of the full crest, which will be retained for Official University documents such as degree certificates.
The globe represents
the University’s international connections, the stylised book represents knowledge and the traditional values of an
established university whilst the seven clasps represent the seven original subjects taught in medieval universities. The
bugles are an important feature on the City of Bradford crest; they derive from an ancient Bradford hunting legend and,
represent the city itself.
In Corporate Identity, creating o good logo is very important…how it all began?
Logo: a little history
commonly know as a logo, is a design, a graphic representation/image/trademark symbolizing one’s organization. Designed
for instant identification, a logo can appear on company letterhead, advertising material and signs as an emblem by way of
which the organization can easily be recognized.
in the 19th century, after a surge in industrial manufacturing that led to an increase in output, global distribution, and
the commencement of competition, logos were created to differentiate between products within the same industry. Emblems or
symbols were included on products, packages and labels so buyers could easily recognize the product they preferred. Logos
revolutionized the advertising world.
There was a time when only affluent organizations could afford their own crest, emblem
or logo. They were, in some cases, a very detailed drawing with many objects. Cost was not an issue and more was considered
better. Then, flags were used due to their larger format. They were visible from the craft fields and from long distances.
successful companies continue to say that “simpler is better”. Especially when the world is advancing so rapidly,
you have less and less time to impress your customers. Logo designs, now, are very stylish yet remain conservative, which
makes them eye-catching and easier for the brain to memorize.
A Corporate Identity involves the consisitent,continous use of awell – designed logo and well –developed key messages. The logo
and the key messages should reflect the business trhey symbolize. They connote a thoughtful and purposeful enterprise, and
mirror the quality of its proiduct and services. Wanna have some tips from the
Is a flag,signature
Doesn’t sell directly,it identifies
Derives its meaning from the quality
iof the thing it symbolizes,not the other way around.
Is less important than the product
it signifies; what it means is more important than what it looks like
For a logo to be effective, it must be:
Misconceptions about the purpose
of a corporate identity system often cause companies to limp along with a sub-standard business image. Find out how you can
avoid these common mistakes in your own organization.
1. Corporate Identity Isn’t a Selling Point
This is probably the biggest
mistake that new companies make when trying to develop their corporate identity. The purpose of your identity is—perhaps
surprisingly—not to convince people to buy your product. There are other tools (e.g., text content, your staff,
and the product itself) that actually perform that task.
Instead, its primary role is
to serve as an anchor that helps to lock the overall message created by those other tools into your customers’ minds.
Think of it as a shortcut, a mnemonic to help your client remember the cumulative effect of your other sales and marketing
Starbucks is a fine example
of an identity done right. The name and logo are essentially meaningless in themselves, but they are punchy and memorable
enough that they can effectively represent “the Starbucks experience”—which actually comprises more tangible
things such as the decor, the employees, the coffee, etc.—in an abbreviated form.
If they had fallen into the
trap of trying to actually sell coffee with their identity, they probably would have come up with a name like “Superior
Coffee” and some kind of generic swirly logo—and it would never have become the success that it is today.
A rose named “premium
red flower” doesn’t smell nearly as sweet.
Freeing your identity from the
burden of trying to sell your product allows you to develop one that excels at its true job, which is to instantly evoke the
experience of interacting with your organization.
2. Corporate Identity Isn’t
I say this not to dissuade you
from investing in your identity, but rather to prevent you from thinking that you can succeed simply by following the lead
of big brands, because those big brands often thrive not because of their identities, but despite them.
IBM is a terrible name for a business, for
example. It doesn’t give a strong anchor for their overall brand experience. It’s just alphabet soup. They’ve
managed to thrive over the years, however, because their products, people, and marketing efforts have compensated for that
It would be a mistake to attribute
their success to their name, particularly if you then try to become “the next IBM” by
giving your company an equally dull name.
Instead, work on developing
an identity that is declarative, vivid, and memorable. Be fresh—don’t worry about emulating others, because the
whole point of your identity is to make you stand out.
3. Corporate Identity Isn’t
If you’re sitting around
the conference room table with a logo sketch on the whiteboard, and all the major stakeholders are nodding and smiling, then
you’ve almost certainly got a dud on your hands.
Committees are great at developing
identities that are generally pleasant, but you can’t be generally pleasant and remarkable at the same time. A great
brand is evocative, passionate, and impressive—and it’s a rare committee that can come up with anything that can
with those words.
Trying to find an identity that
“we like” is a fundamental error made by business decisionmakers. It actually doesn’t matter much if you
like it, even if you’re the owner of the business, because your personal preferences have little to do with how your
customers will respond to it.
(In fact, because you’re
probably in a position involving a fair amount of risk and stress, the names that appeal to you are exactly the sort of generic,
comfortable, soothing names that you should probably avoid. It’s easy to name your company “Apex Shoes”—and
hard to name it “Nike”)
Maintaining Your Corporate
By Jonathan E. Shimberg and Linda R. Crohn
There are many ways to structure the ownership of your business.
These legal entities include sole proprietorship, various types of partnerships and various types of corporations. There are
many reasons to incorporate your business, including tax benefits. However, one of the most important benefits of incorporating
your business is your insulation from personal liability as a shareholder or officer of the corporation. If your corporation
is properly maintained, your personal assets will not be available to creditors of the corporation.
A corporation is a separate legal entity from its owners and
managers. It has a life of its own and ends only when it is dissolved. The corporation can purchase assets and borrow money
in its own name. If the corporation is maintained properly, debts of the corporation are only the liability of the corporation
and not its shareholders or employees. As an owner, the debts do not become your responsibility unless the lender requires
your personal guarantee.
If the corporation is not maintained properly, creditors can
"pierce the corporate veil" and you may become personally responsible for corporate debt. The following are some suggestions
for maintaining your corporate identity.
Use the proper corporate name. If the name of your corporation is ABC Widgets, Inc., make sure the
"Inc." is on all of your business papers. The presence of that word informs people dealing with you that you are a corporation.
If you want to use another name or use initials, register
it under the appropriate law. If you do not want
to put "Inc." on everything and want to be know as ABC Widget, the corporation is using an assumed name which should be registered.
Make sure all stationery, business cards, brochures
and other written material identifies the business as a corporation. If you have taken the steps to incorporate, let the world know. To many customers, doing business with a
corporation is more professional than with a sole proprietor.
Keep separate bank accounts for the corporation. Remember a corporation is a separate legal entity. It has its own Federal
Employer Identification Number, which must be shown on all tax filings. As a separate legal entity, it should keep its own
bank accounts, financial records and credit cards. Keeping only one account and one set of financial records indicates there
is no difference between you and your corporation, and therefore you should be liable for the corporation's debts. It is crucial
to have separate records and accounts.
Do not pay personal expenses from the corporate bank
account. Personal expenses are just that. They
should be paid out of your personal funds. Do not pay your personal bills from corporate monies as a reimbursement.
Pay yourself a salary or find out from your accountant
the proper way to repay yourself for loans made to the corporation. You should pay yourself reasonable compensation for the services you render (if there is money to pay you).
Never take a draw. You are an employee of the corporation and are paid a salary subject to social security, medicare and withholding
Sign all documents as President.
Hold meetings of shareholders and directors at least
annually. Prepare written minutes of each of these
meetings, and have them signed by the President and Secretary of the corporation. A written record should be kept for any
major changes or decisions made by the corporation.
Prepare proper corporate income tax returns. Talk to your accountant about the various tax forms which should be
prepared, as well as how frequently they must be filed.
File your annual report from the Secretary of State
on time. Failure to do so could result in an involuntary
dissolution of the corporation and leave you personally liable until the corporate status is reinstated. Every year, prior
to the anniversary of your date of incorporation, the Secretary of State mails to your corporation's registered agent, a request
that you file an annual report and pay the annual franchise tax fee. It must be filed by the date shown on the form. Prepare
quarterly reports to the Department of Employment Security. If you have employees and are subject to the Unemployment
Compensation laws of this state, prepare, file and pay these taxes.
Prepare Internal Revenue Service forms 940 and 941
on time. If you have employees whom you have paid
wages (including yourself) you should prepare, file and pay these taxes, some of which you withheld from your employee's wages.
For professional service corporations, follow all procedures
and file all necessary forms from the Department of Professional Regulations. If you are a licensed professional, Illinois law requires that you register your corporation
with the department which issued your license. There may be other requirements, depending upon your profession.
By following some simple rules, the corporation will maintain
its own identity, you will be protected from any personal liability and the government will receive its reports and taxes
in a timely manner. A corporation can provide many benefits to its officers, employees and owners and it is worth the time
and effort to keep it operating properly.