RLE_CD-Manual_200x200mm_AS

1. Corporate identity
Corporate identity reflects a company’s personality and
includes coordinated use of the identity internally and
externally. The basis is formed by the corporate mission
statement. It is brought to life by the corporate identity,
aiming to achieve and foster sustainable corporate development.
Thus, corporate identity is the personality of an organisation
that operates as a consistent player and is consequently
perceived as such.
The corporate identity describes and determines the
consistent and mandatory appearance for the company
and defines the form and design of the external identity
(corporate design), corporate communication by applying
a balanced marketing mix, the appearance for customers
and partners (corporate behaviour) as well as the corporate
culture and values.
The development and observance of corporate identity
are the basis for customer and employee loyalty. The
identity of the company with its mission statement, selfexpression
and behaviour need to have a strict structure
and be sustainably cultivated. It has to be mandatory and
valid in the long term in order for the corporate logo to
sustainably develop and gain value and guarantee a high
degree of recognition.
Responsible for applying and observing a consistent external
identity is the Corporate Marketing & Communication
department. All components of the identity for the whole
corporate group are controlled and applied from here.
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RLE Corporate Manual