Corporate Identity/Corporate Design.
Corporate Identity is the term used to denote the totality of the characteristics of a company. The Corporate Identity concept is based on the idea that companies are perceived in the same way as individuals and can act in the same way as individuals. Corporate Identity typically includes a company’s corporate philosophy, its mission statement, terminology and action guidelines. Corporate Identity is closely linked to Corporate Design (CD) which defines how a company appears to the outside world, for instance by producing and using a logo or standardized design specifications for printed matter.