A general analysis of companies, similar to the one that ordered the logo or trademark is carried out first. Then distinguishes the distinctive features of the company. After that, the idea of a «semantic image» is formed, which will later become fundamental in the corporate style of this company.

This image includes not only graphic elements, but also sales psychology (for example, aggressive marketing) and the geographical location of the company, sociological images of the social environment. Then the logo is developed.

At the beginning of development, the basic elements are defined: styling idea, color gamut, fonts. Standards and recommendations for the application of corporate symbols on style carriers are developed.

The bearer of style can be anything: internal documentation, outdoor advertising, website, office building. After the development of the style is completed, a manual for its application is prepared. The guide is called in different ways: brand-book, guide, design standards.

Using the same corporate style in all forms of advertising will make the advertising company more holistic. In addition, it allows the company to bring new products to the market at a lower cost, increases the effectiveness of advertising and improves its memorability.

Corporate identity helps to improve the corporate spirit, unites employees.

It is through corporate identity that any appeal to the consumer occurs. In the absence of a corporate identity, the integrity of the perception of the firm or product is violated. As a result, the cost of promotional activities is significantly increasing.