The history of corporate identity

The history of corporate identity -

The , like individuals, project an in the world. The identity of a person is defined by multiple factors, ranging from the clothes you wear to the actions you take and the values it has. Similarly, corporate identity can be defined as the management of the ways in which the firm is presented to the world. The identity is not limited to a logo and some advertising materials; communications, actions, decisions and products made by an organization will have an effect on the image.

Old corporations

Religious and farming communities of the Middle Ages can be seen as the direct ancestors of companies, as coordinated hundreds of people so they could present a united front and defend their interests, as a single person. Even the first corporations have a single image (for example, the common seal of Devonshire), one voice (eg, Abbot). The oldest corporate brands were quite literal, as those in cattle was listed to prevent theft.

Large companies

Large commercial companies fifteenth and sixteenth century represented the next step in the evolution of corporate identity. They were designed new structures for management and collaboration, as the exploitation of the opportunities offered by the new global resources far beyond those available to a individual. When the advantages of the new form of organization became apparent, new companies dedicated to industrial and mining activities. His growing power and ubiquity led to heated discussions on the rights of corporate groups in relation to people.Although the conclusion at that time was that corporations were not people, the perception that business organizations had something of an identity created.


US Corporations

Given the abundance of resources and freedoms of the New World, US corporations outperformed their European rivals, especially after the Civil War. Procter and Gamble, which often credited with creating brand management, provides a clear example of historical factors that shaped the emergence of corporate identity. Through its supply contracts with the Union Army, soldiers across the country were aware of the products and this “brand recognition” was reinforced by the distinctive mark of the moon and the stars that illiterate spring used to identify shipments of the company. P & G realized the importance of branding when shipments lacking the moon and stars were rejected by merchants “downstream” and took the unprecedented step of suing a soap maker Chicago used a similar symbol, recording, eventually, the emblem on the patent office and strengthening the role of the brand as a corporate asset.

Current developments

Contemporary theories of corporate identity take on human personality theories coined in the 30s as a starting point, defining personalities in terms of value of social stimulus or printing others. The corporate identity has been further improvements over the decades. During the 1950s and 1960s, the identity focused on the customer and was seen as a compound of the organizational nomenclature, logos, house styles and visual assets. In the 70s the focus was expanded to include the perceptions of stakeholders, and through the 80s, the effect of behavior and communication was recognized. Today, identity is seen as a strategic tool for drawing in mind (the decisions and policies), soul (affinities of employees and the internal image) and voice (communications, visual elements and symbolism).