Corporate identity is a comprehensive concept that goes far beyond visual design. It is crucial for building a strong and consistent brand identity. A well-thought-out corporate design and uniform corporate communication, supported by a positive corporate culture and consistent corporate behavior, together create an unmistakable corporate identity. Invest in a strong corporate identity to successfully position your brand and be successful in the long term.
The corporate identity (CI) describes the overall appearance and behavior of a company. It consists of several components, which together create a coherent and recognizable brand. A corporate identity consists of:
The corporate identity can be divided into a hierarchy that clearly defines its various areas. The holistic corporate identity (CI), which always works, prevails. All components should and will together form an essential part of the experience with your company. As a result, even the first word and the pitch become a profitable element when looping in the answering machine.
Corporate design is part of the corporate identity, but it is by no means the same. While corporate design focuses on visual aspects, corporate identity covers the entire appearance and behavior of the company. A logo and a few matching colors don't make for a strong brand; it is the combination of all elements of corporate identity that makes the difference.
The development of a comprehensive corporate identity varies. The costs depend on the complexity and specific requirements of the company. A basic corporate design can start in the lower four-digit range, while a comprehensive corporate identity including communication strategy and cultural development may require a larger investment. Experience has shown that it makes sense to integrate the costs of developing the corporate identity into the marketing concept and that we work with a cost ceiling at Yoline. In this way, we are able to set up an expectation management system for the area of corporate identity. For example, it is possible for us to narrow down the area of corporate design so that the other components of the corporate identity are not forgotten. A big point is the involvement of customers. How many decision makers are there in your company and who is involved in this process. The more goal-oriented we can work as a team, the faster we achieve all expectations.
Remember: A strong corporate identity is an investment in the long-term success of your company.
At Yoline, there is no fixed way to develop your corporate identity. We know how comprehensive the puzzle of the components of the corporate identity should ultimately be and which manuals and data you will then need in your company. Our approach is heavily dependent on budget and needs.
For example, workshops have proven successful in which decision makers — and sometimes even customers — help shape the corporate identity. However, this does not necessarily have to be the case. We are also flexible when it comes to learning and guidelines. We can be part of the process to ensure that the corporate identity not only remains wishful thinking on the part of management, but is lived and celebrated by everyone in the company.
At Yoline, we adapt to your company's needs and ensure that the journey to corporate identity fits your company and budget. This creates a strong, lively and authentic identity that clearly and uniformly represents your company to the outside world.
You will quickly receive many offers for the development of a corporate design. From freelance graphic designers, to inexpensive providers on the freelance platform, to AI solutions - anyone can design a logo for you and define the colors. You'll also hear from advertising and graphics agencies who will even help you with your naming.
BUT: A corporate design is not a corporate identity!
The corporate identity consists of much more than just a logo, colors, typography and a name. Our experience has led us to advise you against having your corporate identity created by an art director.
A corporate identity is probably one of the most important and comprehensive components of your company. In this way, work together with specialists who think and act in a superior way. At Yoline, we think and plan holistically. In the corporate identity process, we find the right people for your company and your visions (whether internal or external) and act in the interests of your company. We integrate the relevant experts and form a project team that precisely understands your needs. For example, you may be supported by sales psychologists in the area of corporate behavior, while selected designers are involved in the corporate design who are a perfect match for your brand. You will receive a clear briefing and work hand in hand with us on a comprehensive corporate identity.
Together with you, we at Yoline develop a comprehensive corporate identity that is not only visually appealing, but is also deeply integrated into the company's values. In this way, we ensure that your brand is strong and consistent in every respect and that you understand the thought processes. It is your company, not the company of visual specialists.
In the digital era, corporate identity is particularly important. Visual language and communication must be consistent and appealing in order to be successful in digital media. Communication strategies should determine how closely the content is based on corporate guidelines. A corporate manual helps to clearly define these guidelines and ensure that all digital content reflects the brand essence. And on the other hand, personal contacts are reduced to a minimum. And now we're at the key: If personal contacts are reduced to a minimum, every touchpoint in the customer journey that is personal becomes even more important. Every word from employees to the outside world is becoming even more essential in the digital world. It is an interplay, which is why we think and act phygital at Yoline.
A corporate identity must be both stable and adaptable. While a company's core values and messages should remain constant, the visual identity and communication strategy must be flexible enough to respond to market changes and technological developments. If you choose this channel, a story on social media should reflect the overall picture of the defined corporate culture but should by no means be professionally created by agencies. Here we see the involvement of agencies more of a supervisor role, when should which message be communicated where and by whom how. In this way, assistance so that the philosophy of communication based on corporate identity can be incorporated into the company.
