RLE_CD-Manual_200x200mm_AS
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1. Corporate identity<br />
1.1 Brand core<br />
Nowadays, the term “corporate identity” (CI) is often<br />
colloquially equated – or better confused – with “ corporate<br />
design” (<strong>CD</strong>).<br />
The brand core is the centre of every brand – and its<br />
authentic origin. This comprises the brand tradition<br />
(“heritage”) and the brand values. Both of these are fixed<br />
brand components, which can no longer change or, if so,<br />
very slowly. Together, they constitute the identity of the<br />
brand.<br />
1.1.1 Heritage<br />
Each brand normally has its own history of origin and<br />
development, from which part of its unique character is<br />
derived: fixed, verifiable facts that make up what the<br />
brand is.<br />
1.1.2 Brand values<br />
These describe how the brand works – what it stands for<br />
emotionally: how it offers its services and how it competes<br />
with other brands.<br />
10<br />
<strong>RLE</strong> Corporate <strong>Manual</strong>
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