Glossary A–ZLetter C
Corporate design
Corporate design is the consistent visual identity of a company or organisation, with defined rules for logo, colours, typefaces, imagery and layout grid.
It ensures that all media are recognisable as part of the same brand.
On screens, corporate design is usually implemented through templates. Head office defines colours, typefaces, logo position and grid, while branches or departments only enter text, image and price. In this way a hundred screens look consistent even when many people maintain them.
Many design guidelines are written for print and web and do not cover screens in physical spaces. Colours defined as print colours look different on a display and need their own screen values. Corporate typefaces require a licence, and a desktop licence does not automatically cover use on a player or in a template. In addition, thin lines, small type sizes and delicate shades are often illegible from a distance. Operators should therefore add a section on screens to the guideline.