Creating The Right Corporate Identity, Not Identity Crisis

by Robert Driscoll on June 25, 2009

All businesses need to develop an “identity” in order to be strategic players in the marketplace. That identity (aka logo) is key in assisting the consumer in recognizing the brand in the marketplace. Businesses such as Nike, AT&T and FedEx have spent much effort researching and developing their successful identities.

What makes a strong corporate identity
? This is somewhat subjective but here are a few examples of logos that have strong identities in the marketplace.

AT&T is recognized globally as a leader in the communications industry. Recently, AT&T modified their logo from using capital letters to lowercase letters. This change can be perceived as one that was made in order to convey themselves as a more consumer friendly and approachable business. AT&T also modified the globe component of their logo from a 2 dimensional globe to a 3 dimensional one. This change can be interpreted as emphasizing the expanding depth of services as well as its global presence. In this case, the company believed it was important to highlight these attributes in a market that is ever changing and constantly growing.


FedEx, like AT&T, is a leader in its industry and have a globally recognized logo. Their logo is simple with just the letters juxtaposed in a way that creates a negative space in the shape of an arrow in between the e and the x. This arrow in the FedEx logo has been used as a form of subliminal advertising of the brand, symbolizing forward movement and thinking and stability. If you’ve never noticed it before you surely won’t miss it now!


The importance of identity does not apply just to large global corporations but to small, local and regional companies as well. For example, MicroJenisys, Inc., a web development company in business since the mid 1990s that provides solutions for clients as diverse as Verizon Federal to the City Theatre of Miami, is one of those companies. They assist their clients in creating an online identity in order to be competitive and successful in this competitive landscape. MicroJenisys followed their own advice and redesigned their own identity in 2006 after carving a healthy niche for themselves in the market place. This identity redevelopment not only allowed them to stay current in the marketplace but allowed them to reintroduce themselves to their customers as a company aware of the ever changing business world and the need for businesses to change along with it. Their new logo brands them as a concise, forward thinking team. The clever play on the letters m and j emphasizes creative fluidity which is necessary in building a successful brand identity.


When creating a logo it is also important to identify who you are targeting in the marketplace. AT&T is not targeting the same consumers as FedEx. FedEx is not targeting the same consumers as MicroJenisys. Their logos help them in creating their identities in the marketplace. Get the most out of your identity by creating a clear target audience.

This will help you separate your company from your competition and avoid an identity crisis!

Much of the supporting information was provided by Stacy Driscoll. Please click here to find out more about her work.

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