Before starting with the design process of a company’s corporate identity, there are some points to take into consideration:

the way in which the design and the outer aesthetic can improve the functions and provisions; we must create a design as beautiful and ergonomic as possible

the fact that the organization or company’s growth in the market must be natural and not forced.

the attainment of the image which is immediately transferred to the product; the product itself has its own image which is classified into determined groups in the consumer society.
Those companies or organizations that can be differentiated from their competitions are more likely to succeed. In the case of some companies, its success depends on the services offered; in others the brand; and in other cases, the logo or corporate colors. But the difference should lie in every communicational aspect of the company; from the answering machine recording to the Director General’s declarations. A distinctive and unequivocal unit that unanimously shows the difference from any corner of the company and that places the company in a position without fissures.

Every company has a specific character determined by its origin and evolution. This character is manifested through a corporate culture, a quality and services concept, a management style, the conducts of the company, the language used, a model of organization or a technology.

The goal of a corporate identity project is to set up rules to make possible the fulfillment of the following objectives:

Personality: the corporate identity must symbolize the company’s ethic and attitudes so that those who work for it share the same spirit and convey this spirit to those who are in some way related with the company.

Positioning: the corporate identity must differentiate the company and its products and services from the ones offered by the competition.

Coherence: the brand must have a clear and comprehensible presentation. Its perception must be unanimous and coherent.
These elements will allow the company to establish communicational bonds with the public. These bonds will make the difference in the image they receive.
The Protocol and Corporate Communication Manual helps to create rules, recommendations, methodologies and courtesy practice, which together will contribute to the harmonic development of the human relationships inside and outside the company or organization and will strengthen the company’s style and personality.
A corporate identity program is a system of signs that involves a combination code and criteria that, together, are the structure of the identity. This means that it is necessary to form a precise regulation for the program to be inserted in different supports of communication.
This corporate identity system shows the difference between the conceptual and technical borders of a sign as the identity, and an organized system of signs and visual structures.
The creation of an identity program is beyond the design of simple signs. It is the design of a system of relationships among them in accordance with the practical necessities of their application in messages and supports.

Planning means elaboration, order, detailed description of the designer’s phase-by-phase working process, coordination of the different parts of the process, estimate of the time that the project will take, possession of the information and materials needed, and calculation of costs.
Elaborating a corporate identity program means creating a method and rules whose subsequent application determines the efficiency of the program and its profitability in terms of communication.

There are two fundamental pillars of the efficient corporate communication:

The structures of a good communication policy in which the starting point is identified; the establishment of quality standards in the projection; and coordination to integrate all the communication projected.

Campaign specific characteristics in which the elements related with the analysis of the problem, the development of the communicational strategy, the implementation plans, and an estimate of the corporate communication program effectiveness, are identified.

Because of the general lack of specialization to create a corporate identity, primitive criteria that limit the sign quality needed remains and predominate.