Your corporate image should set you apart from the competition, it should convey the essence of your company, it should be consistent, it should reach all your target audiences, it should stand the test of time and be suitable for all communication mediums.

The basic elements of a corporate image are the following:

• Name or verbal identity. Identity starts with the name of your company or development. Your name or trade name is the first sign of your existence. It is the only element that is two-way: not only does the company use it to refer to itself, but the general public, the competition, the journalists and so forth use it to refer to you.
• Logo. It is the graphic representation of your company name or trademark.
• Symbols. They are the iconic symbols of your trade name, the part which is not spoken.
• Color and Typography. The color and the written form of your trade name.