What is identity in simple words

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Identity helps to stand out from the competition. But coming up with an interesting logo, printing nice business cards, developing attractive packaging for a product - all this is extremely little to attract potential buyers. The primary task of any design is to reflect the individual essence of the company.


If you do everything right, you will not event planner email list only win the attention of your target audience, but also make the brand bright and memorable, which will help you save on advertising campaigns, win the trust of customers and make them more loyal to the company. We will talk about how to do all this in today's article.


Let's look at a clear example: cans of two drinks: Pepsi and Coca-Cola. Their contents are similar in taste, color and smell. It is due to the individual design that we distinguish the products of these brands from each other. Coca-Cola is a red logo with a white name. Pepsi is distinguished by a blue background, a round logo with a blue-white-red color scheme.

Cola evokes associations in most of us with the New Year holiday with loved ones, ringing bells, gifts. Pepsi, on the contrary, implies a noisy youth party or a huge stadium of spectators loudly rooting for their favorite football team.

Identity is a visual representation of a brand, its image that conveys the idea, goals and core values. It corresponds to the strategy that the company has chosen. In other words, identity helps consumers distinguish one company from another.

This concept appeared at the beginning of the last century, exactly at the time when enterprises operating in one niche began to appear everywhere. Naturally, they needed to ensure their recognition and to be different from each other in the eyes of customers. The simplest and most reliable way to do this is to visually design the brand.

But it would be wrong to think that identity is just a combination of bright colors and pictures. This concept is multifaceted. With its help, we can transfer the image of the company to any medium (for example, a website or a billboard). This includes letterheads and signs, business cards, corporate interiors, etc. Visual images are created precisely to convey the brand's philosophy to its consumer. This is the main goal of corporate style.

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If you are on the way to creating a company, the first step should be developing a corporate identity. You need to take care of recognition and identity in advance. As soon as you enter the market with your product, customers should immediately distinguish you from competitors. Therefore, initially think of a memorable company name, logo, corporate colors, when mentioned, which will cause buyers to associate with your company.

You can't do without developing an identity if you want to radically change the scope of activities and stylistic direction of an existing company. This process is called rebranding. It can be confused with restyling. In the latter case, the font or logo is slightly changed, but the values, area of ​​activity and name remain the same.