An identity is a collection of characteristics that makes an organisation recognisable or distinctive.

Such as corporate culture, core values, and perceived philosophy from internally and externally of the organisation.

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Mission statements (core values)

Logo/corporate mark

Logotype

Graphic elements

Typeface

Colour

Tagline/strapline

Photography style/use of images/illustration

[Items above are collectively known as 'tone of voice']

Products

Stationary sets annual reports Brochures/

catalogues

Signage

Livery

Buildings/interiors

Web and hand held device applications

Animations

Advertising

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Identity is not the brand. It is the visual and corporate messaging that is projected. 

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Identity - A visual system used to identify a company’s goals, values, and personality.

Brand - The impression the market has about a company.

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A Successful Company Identity Constitutes of These Three Elements: 

 - Their own Vision for the Company 

 - A Public and Market Perception 

 - The True Values of the Company

and do the following:

1. Accurately represent the company and it's goals

2. Be consistent across a range of applications and media.

3. Distinguish the company from its competition and be unique to the company's personality.