Corporate Identity Theory

CORPORATE IDENTITY THEORY

In This essay I will talking about corporate identity theory and how companies and businesses, I will be looking into a channel called Nickelodeon and how they use this to keep originality and brand their products, this also makes it easier for the company to be more easily recognisable by their audience, the purpose of the essay is to show how businesses and companies use corporate identity theory. To make them more noticed by their target market and to increase market share.

 Corporate identity theory is what the company brand stands for and their business objective. Most companies usually use things to aesthetically pleasing signs and symbols such as logos. To make their company distinguishable and so that it appeals to their target market to help their market share increase. They also use jingles. They do this because all Companies do not want to be confused with similar companies with similar objectives, so to make sure they have certain guides to follow,  so that companies don’t use exactly the same symbols and jingles.  They use a ‘package of tools’ called the Company Identity Manual.  This helps the company by showing ways of keeping visual stability of brands and helps their target market to be able to identify the brand across all platforms and making them more easily distinctive to their target market.

A channel such as NICKELODEON have an audience of kids and their families, so they do countless amounts of research of kids and their families to constantly improve their moral ethics and company culture to increase their market share. They have a national online panel of nearly 2,000 kids and families, used to maintain a stability with their audience, as Nickelodeon have a goal of making a positive impact on UK family life, Nickelodeon have different  sub channels  catering to a seperate focus, like Nickelodeon focus on pure acted comedy’s and mysteries  , so targeting to older children around 14+ and, NickToons focus on animations , catering for older ages groups such as 10 and above , However NickJr  also does mostly animations but catered for children in preschool , this shows the certain platforms Nickelodeon are focusing on ; the range of kids in a typical Family in the UK. To Make Nickelodeon distinguishable from other channels like Disney Channel and Cartoon network anThat share a similar business objective they use a perceptible logo, made of words in Calligraphy 

In corporate design companies use this to make original logos made to brand and make themselves recognisable to the public and distinctive from other companies, many companies use a lot variations because if 2 companies shared the same logo, it would be hard to tell the difference between them. This picture shows the old Nickelodeon logo against the new one. The old logo is a splat with words ‘Nickelodeon’ in the middle of this splat, the splat is a variant of orange as orange is neutral colour and doesn’t refer to any sex orientation, because this colour appeals to both girls and boys also the brightness will appeal more to children. The typography of nickelodeon in the splat is a child friendly typographic so its very chunky and simple, making it easier to read. I find this logo very childish and think it symbolises play. The new logo is different as it is not in a orange splat, but the typography is variant of orange still keeping the neutral sex colour scheme. The typography is still chunky but more rounded around the edges as its all in lower case, the ‘I’ is slightly connected as if its dripping off against gravity, Nickelodeon still use both symbols as they both have positive effects on the audience, also they both stand out because of their variants of orange.  Their typography also catches the eye of those familiar with it. On the channel nickelodeon put their logo on screen at the bottom right at all times on the screen so then the audience always know they what watching, the logo isn’t transparent like on some channels this is because some people may not be able to see the logo.