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In corporate communications, a corporate identity is the “persona” of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.

“To win, brands must be relevant, responsible, honest, definable, and a welcome part of contemporary culture.”

—Scott Bedbury, Starbucks Executive

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A logo is a recognizable graphic element that represents a brand of a company. It gives a name, symbol or a trademark to symbolize and reflect the nature, personality, vision and goal of a company or organization. Using design, it uniquely identifies the company’s brand and allows the consumers to easily recognize it in the industry.

“A trademark is a symbol of a corporation. It is not a sign of quality, it is a sign of the quality.”

—Paul Rand

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“A cup of coffee is a miracle. It’s what can be. Tell me something that can be simultaneously warm and comforting and stimulating and invigorating.”

—Dave Olsen, Starbucks

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“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”

—Steve Jobs

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“Travel where you will, anywhere in the world, and you will encounter Coca-Cola—on clothes, in signs, on packaging, in art—everywhere.”

—Judith Evans, Redesigning Identity

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Package design is an integral part of how a brand does when selling their products. The package can hinder or help the product on shelves; the package can also become as iconic as the merchandise itself. It cannot only provoke the buyer’s eye, but also communicate a feeling.

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Concept designed by Jennifer Betz, Kristen Isenberg, and Tara Reynolds, under the instruction of Laurence Bach in Communications Studio at the University of the Arts, Philadelphia during the Spring of 2012.