Corporate identity vs. corporate design: what’s the difference?

In the world of marketing and corporate communication, the terms corporate identity and corporate design are often confused or used interchangeably.
However, they describe different, albeit related, concepts.
It is worth making a clear distinction between these terms in order to avoid misunderstandings and understand the importance of a consistent corporate image.

Corporate identity: the essence of the company

Corporate identity (CI) describes the entirety of what makes up a company.
It encompasses the company's values, culture, vision and mission - basically everything that defines the company and sets it apart from others.
The CI is like the personality of a company and determines how it presents itself to customers, partners and the public.
It influences the behavior of employees, communication and the strategic direction of the company.

Corporate design: The face of corporate identity

Corporate design (CD) is a component of corporate identity and comprises all visual elements that make up the company's image.
This includes the logo, color palette, fonts, layouts and all other design components that contribute to the recognition of the company.
The corporate design ensures that the company has a uniform and professional appearance in all media - be it on the website, in brochures or on business cards.

Why the distinction is important

Confusing the two terms can easily lead to misunderstandings.
While corporate identity describes the overall image and strategic direction of a company, corporate design is concerned with the visual expression of this identity.
You could say that corporate identity is the "what" and "why", while corporate design is the "how".
A strong corporate design is always based on a clear corporate identity - and makes it visible and tangible.

Conclusion

Corporate identity describes the strategic direction and personality of a company, while corporate design is the visual expression of this identity.
Both concepts work hand in hand to create a consistent and convincing brand image that works both internally and externally.
Understanding and making targeted use of their differences strengthens brand perception in the long term.