Corporate Id In marketing, a corporate id 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. Corporate id comes into being when there is a common ownership of an organisational philosophy which is manifest in a distinct corporate culture - the corporate personality In general, this amounts to a corporate id (logo/logotype) and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the corporate id 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 McDonald's and Sony have their own corporate id 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 a corporate id that is extremely distinguishable, so it can appeal more to its targeted audience. Corporate Id is often viewed as being composed of three parts: - Corporate Design (logos, uniforms, merchandise, etc.)
- Corporate Communication (commercials, public relations, information, etc.)
- Corporate Behaviour (internal values, norms, etc.)
Corporate Id has become a universal technique for promoting companies and improving corporate culture. Some corporate id that are recognized globally: the Nike "Swoosh" and the Adidas "Three stripes" are two well-known brands that are defined by their corporate id. When Phil Knight started Nike, he was hoping to find a mark as recognizable as the Adidas stripes, which also provided reinforcement to the shoe. He hired a young student (Carolyn Davidson) to design his corporate id, paying her $35 for what has become one of the best known marks in the world (she was later compensated again by the company). Another corporate id of global renown is that of Playboy Enterprises. Playboy magazine claims it once received a letter at its Chicago, Illinois offices with its distinctive "bunny" logo as the only identifying mark appearing where the mailing address would normally be written. | 
