Corporate identity - what does it consist of and how to design it?
Porady
3 August 2025
Every company needs a certain image that defines it in the market, allows it to reach a specific audience and is consistent with the various brand activities. The whole process is called visual identity and is one of the pillars of the strategy in the marketing industry necessary for running a company.
Corporate identity - what is it?
What is corporate identity? It is a tool that is used to create a brand image. It defines a set of symbols and behaviours used by a brand so that it is easily recognisable and associated with its activities, services and products.
It can be compared to clothing. For a brand, branding is a form of wardrobe and, depending on the occasion and context, it is able to look slightly different, but there still needs to be the consistency that is essential in building a business. The recipient needs to know what he or she is dealing with and this is what a visual identity system provides.
Why does your brand need a visual identity?
As humans, we process a lot of visual stimuli, some of which are memorable and others not. A well-designed logo allows you to stand out and catch the eye of potential customers, even better than in a face-to-face situation.
What does a company's corporate identity offer? Customers derive many benefits from it:
- They can see who they are likely to work with - the identity allows them to showcase their strengths and differentiate themselves from other brands in the market.
- Trust in the brand - a professional image influences the perception of the business and provides a guarantee that the expectations set by the user are met.
- A vision of achieving benefits - branding ensures better brand recognition and therefore greater interest, which can translate into greater profits. Being able to talk about your successes will be memorable to customers and they will be more likely to return to something they trust, is effective and familiar with.
Brand visual identity takes place on several levels, which must be consistent with each other. 
The role of visual identity in brand building
Visual identity influences how a brand is perceived in the market, how it is perceived by customers and how it is identified with specific characteristics. Shaping the visual identity influences its recognisability, as well as its perception, not only in terms of sales activities.
This is the space that allows you to create the image of the brand that you want it to present in front of users. This must be backed up by action, but it is an integral part of the PR department that influences the perception of the brand.
The distinctive features of the brand should be precisely defined to avoid confusion in the case of reproduction of the logo and unwanted changes. A visual identity book serves this purpose. It is a set of guidelines for a company's logo that facilitates the creation of uniform marketing materials.
The exact outline of colours, size, shape of fonts, as well as the application of individual elements in a given situation, allows a specific brand presentation to be maintained without fear of the intermediary company making a mistake and, for example, issuing advertising material in the wrong colours or size.
Visual identification elements - colour scheme, logo, slogans
The visual identity consists of several elements that intrinsically shape the brand's appearance and are linked to it throughout its activities. Among these elements can be distinguished:
- then;
- colours;
- typography (highlights, shape, font size);
- business printing (business cards, envelopes);
- the appearance of the products and their packaging;
- signposting of company premises, communication routes, staff dress code;
- the graphic design of advertising and promotional materials;
- social media;
- website;
- labelling of means of transport.
Visual identity opportunities can take place in a variety of situations and places, even when the potential customer is not set on interacting with the brand. 
How to create a good visual identity?
The basic and most important requirement when designing a corporate identity is consistency. In order to maintain this, it is advisable to plan what the logo will look like, for example, as well as the graphic design around the brand. Then you should create precise guidelines to be included in the visual identity book.
It is important that the means of communication are easy to remember. Follow the principle: minimalism in means, maximisation of effect. Prepare a set of materials to be used by marketers when creating an advertising campaign.
An important aspect of brand consistency is to take care of it at every possible level, and from the very beginning. Communication with the customer must be carried out in such a way that the consumer always knows who he or she is dealing with, e.g. when reading an e-mail, a leaflet, talking to a consultant or seeing a billboard advertisement.
It is easier for the customer to identify with what they know, so don't be afraid to talk about the origins of the company, the history of its founding, especially if it can be an interesting part of the visual identity system. This builds a relationship with him and thus trust, which can be backed up by, for example, the company's mission statement.
For a business to be consistent externally, you need to ensure internal integration. The people you work with need to know how the visual identity is to be presented, which they also have influence over. The more consistent it is, the better it is perceived by customers because of a few distinctive and unchanging points that are emphasised at every step of communication with the business in question.
Brand communication strategy and visual identity
Visual identity planning is usually determined by communication strategies, i.e. the way a company communicates with potential customers. The aim of the chosen strategy is to make a specific impression on the recipient. Your brand has to stand out from the competition.
If the process of establishing a relationship is correct, creating a further visual identity should not be a major problem. The chosen language of communication is the foundation for building a recognisable brand - the right colours, shapes, textures, directions, goals and quality of service begin to be included in the communication.
Benefits of corporate identity
In tandem with the visual identity comes the communication strategy, i.e. the principles that determine how the message is communicated to the recipient. It is on this basis that the other elements for brand recognition are created.
What is a corporate identity system and what does it allow?
- It acts as a navigator, allows the company to stand out in the marketplace and convinces the customer to make a decision in a situation of virtually infinite choice.
- It allows engagement to be built through language, associations, labels and coupled brand concepts and messages. It also supports customer-brand and employee-brand identification.
- It evokes emotions, e.g. peace of mind, because of the guarantee of the quality of the services provided, which enhances attachment and convinces that the right decision has been made.
What does step-by-step branding and visual identity building look like?
The initial stage in creating a visual identity is to gather information about the brand's customers, and this shapes the initial brand image together with the design team. Often such activities are accompanied by a deeper knowledge of the market and the target group.
The next step is to identify business objectives and priorities among them. This helps to indicate what the activities are intended to lead to and what is worth focusing on.
Strategic assumptions are the next step in bringing you closer to creating your own visual identity. Important elements include defining your brand and target audience so that you know what and who you want to reach, as well as which forms of communication will be most effective.
Once all these elements have been established, you should move on to visual designs that are consistent with the previous ideas. It is advisable to create several versions of the identity offer and then choose the most suitable one and proceed with its implementation.
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