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Business Identity consists of those forms of communication which isn’t mass communication. Most commonly it includes business cards, business stationary, sales letters and memos which are sent on a more individual basis. It also includes the company’s logo. (Please visit our Logo Design section to learn more about logos.)
In the electronic age, business identity is also made up of the graphic, signature or tag line sent in an email or fax.
So, not only must your business identity include the above elements but it should also be codified as Brand Standards to maintain consistency. To achieve this end, businesses use a brand manual which records all values of the brand to be represented in the real world.
The brand manual would typically include information about business identity: numerical values of the colours; font size and type; means of distribution; authority or responsibility for usage; terms and conditions of use; etc. This brings us to:

