A corporate identity is the physical manifestation of the brand.
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.
Many companies, such as McDonalds 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 their food products 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.
See also: marketing, brand, brand equity, product management, brand management, corporate logo
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