{"id":5401,"date":"2023-11-05T23:26:34","date_gmt":"2023-11-05T23:26:34","guid":{"rendered":"https:\/\/ascensus-beratung.de\/encyclopedia\/corporate-identity\/"},"modified":"2023-12-20T06:29:20","modified_gmt":"2023-12-20T06:29:20","slug":"corporate-identity","status":"publish","type":"page","link":"https:\/\/ascensus-beratung.de\/en\/encyclopedia\/corporate-identity\/","title":{"rendered":"Corporate Identity"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"5401\" class=\"elementor elementor-5401 elementor-3574\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-40744c53 e-con-full e-flex e-con e-parent\" data-id=\"40744c53\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-649cd204 e-con-full e-flex e-con e-child\" data-id=\"649cd204\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f390711 elementor-widget elementor-widget-spacer\" data-id=\"f390711\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2315608b elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"2315608b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Corporate Identity<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e49237c elementor-widget elementor-widget-text-editor\" data-id=\"e49237c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Find out how a precise corporate identity can help your catering business achieve brand strength and customer loyalty.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d276432 e-con-full e-flex e-con e-child\" data-id=\"d276432\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c68a820 elementor-widget elementor-widget-spacer\" data-id=\"c68a820\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-86f81ea elementor-widget elementor-widget-image\" data-id=\"86f81ea\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/ascensus-beratung.de\/wp-content\/uploads\/2023\/11\/Design-ohne-Titel-5.png\" class=\"attachment-large size-large wp-image-3579\" alt=\"Corporate Identity\" srcset=\"https:\/\/ascensus-beratung.de\/wp-content\/uploads\/2023\/11\/Design-ohne-Titel-5.png 810w, https:\/\/ascensus-beratung.de\/wp-content\/uploads\/2023\/11\/Design-ohne-Titel-5-300x300.png 300w, https:\/\/ascensus-beratung.de\/wp-content\/uploads\/2023\/11\/Design-ohne-Titel-5-150x150.png 150w, https:\/\/ascensus-beratung.de\/wp-content\/uploads\/2023\/11\/Design-ohne-Titel-5-768x768.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cf47cdb e-flex e-con-boxed e-con e-parent\" data-id=\"cf47cdb\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-958923f e-con-full e-flex e-con e-child\" data-id=\"958923f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bbdf8ae elementor-widget elementor-widget-heading\" data-id=\"bbdf8ae\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">definition:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-57ebd01 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"57ebd01\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The corporate identity (CI) is the totality of all features that characterize a company and distinguish it from others. In the hospitality industry, a precise and consistent CI is crucial to asserting yourself in a highly competitive market, building a strong brand and achieving customer loyalty. Here are the core components and their importance in the catering industry:<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e69aa85 elementor-widget elementor-widget-heading\" data-id=\"e69aa85\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">1. corporate design (company design)<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7ff2012 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"7ff2012\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The visual appearance of a restaurant, including logo, color scheme, typography and interior design, forms the corporate design. It is often the first point of contact for guests and contributes significantly to the first impression.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f977b25 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"f977b25\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Components:<\/strong><\/p>\n<ul>\n<li><strong>Logo:<\/strong> The heart of the visual branding, recognizable and concise.<\/li>\n<li><strong>Color scheme:<\/strong> Colors that are associated with the brand and influence the atmosphere.<\/li>\n<li><strong>Typography:<\/strong> Fonts that are used in all communication media and support the image.<\/li>\n<li><strong>Interior design:<\/strong> Design of the premises that visually conveys the brand promise.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-05ebd64 elementor-widget elementor-widget-heading\" data-id=\"05ebd64\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2. corporate communication (corporate communication)<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9eb9fd6 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"9eb9fd6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The way in which the company communicates, both internally and externally, defines corporate communication. In gastronomy, clear and targeted communication is essential in order to build a relationship with guests and convey the brand message.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b31358 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"4b31358\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Components:<\/p>\n<ul>\n<li>Advertising materials: menus, flyers, websites that consistently use the corporate design.<\/li>\n<li>Press relations: Consistent communication to the media and in press releases.<\/li>\n<li>Social media: Regular and brand-appropriate presence on relevant platforms.<\/li>\n<li>Employee communication: training and guidelines to ensure that employees understand and live the CI.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a759cc1 elementor-widget elementor-widget-heading\" data-id=\"a759cc1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">3. corporate behavior<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1c1bfa2 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"1c1bfa2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Employee behavior, corporate culture and customer service represent corporate behavior. In gastronomy, this has a decisive impact on the guest experience.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76aaddd elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"76aaddd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Components:<\/p>\n<ul>\n<li>Service quality: The way guests are looked after, which should be both professional and personal.<\/li>\n<li>Employee management: Management styles and working atmosphere that reflect the company values.<\/li>\n<li>Behavior on the market: Conduct towards competitors and partners.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba1cbdf elementor-widget elementor-widget-heading\" data-id=\"ba1cbdf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">4. corporate culture<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c3301c6 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"c3301c6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The corporate culture defines the values and standards according to which a catering business operates. It influences how the workforce interacts and makes decisions and forms the ethical basis for day-to-day business.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dd3859e elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"dd3859e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Components:<\/p>\n<ul>\n<li>Values: Core beliefs that shape our work and the way we work together.<\/li>\n<li>Standards: Standards of behavior that guide interactions with guests and colleagues.<\/li>\n<li>Rituals: Traditions and habits that strengthen the sense of community.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-04d38b5 elementor-widget elementor-widget-heading\" data-id=\"04d38b5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">5. corporate language<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c5f4623 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"c5f4623\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The language a company uses conveys its identity and values. In the hospitality industry, corporate language is not only important in customer dialog, but also in internal communication in order to create a uniform understanding and sense of belonging.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e8d63a elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"3e8d63a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Components:<\/p>\n<ul>\n<li>Communication style: The tone used in written and verbal communication.<\/li>\n<li>Technical jargon: Specialized expressions that are relevant in a gastronomic context.<\/li>\n<li>Storytelling: Narratives that bring the brand to life and connect it with emotions.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-59a8339 elementor-widget elementor-widget-heading\" data-id=\"59a8339\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">6. corporate philosophy<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c670f8a elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"c670f8a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The corporate philosophy reflects the fundamental convictions and goals that a catering business pursues. It is the conceptual foundation on which business strategies are built and which contributes to inspiration and motivation.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0fb4a03 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"0fb4a03\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Components:<\/p>\n<ul>\n<li>Mission: The purpose and main purpose of the company.<\/li>\n<li>Vision: The long-term goal that sets the direction.<\/li>\n<li>Ethics: Moral principles that guide the company&#8217;s actions.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9a17a20 elementor-widget elementor-widget-heading\" data-id=\"9a17a20\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">7. corporate soul<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ecc47ce elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"ecc47ce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The term &#8220;corporate soul&#8221; describes the unique personality of a company. In gastronomy, it is the unmistakable ambience and the passion that can be felt in every interaction that keeps guests coming back.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-804ae86 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"804ae86\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Components:<\/p>\n<ul>\n<li>Authenticity: genuineness that is reflected in brand communication and the guest experience.<\/li>\n<li>Passion: The enthusiasm that employees feel for their work and the company.<\/li>\n<li>Uniqueness: The distinctive feature that distinguishes the company from others and gives it character.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4149fba elementor-widget elementor-widget-heading\" data-id=\"4149fba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The importance of corporate identity in gastronomy<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b3ad48f elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"b3ad48f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A clearly defined CI helps catering businesses to establish a strong brand that creates trust and recognition among guests. In today&#8217;s world, where guests are not only looking for a culinary experience but also for brand identification, a well-developed CI can make a significant contribution to success. It not only provides orientation for marketing and the external image, but also sets the direction internally and strengthens the corporate culture.<\/p>\n<p>The consistency of the CI across all areas ensures a uniform experience for the guest, which remains in the memory and thus creates the basis for long-term customer loyalty. A coherent concept that runs through all components of the CI conveys professionalism and credibility and can therefore strengthen the competitive position of a restaurant.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-755f52d elementor-widget elementor-widget-shortcode\" data-id=\"755f52d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button linkedin\" style=\"background-color:#3FB8B6;border-radius:50%\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fascensus-beratung.de%2Fen%2Fencyclopedia%2Fcorporate-identity%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\";border-radius:50%; 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In the hospitality industry, a precise and consistent CI is crucial to asserting yourself in [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3579,"parent":3284,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"class_list":["post-5401","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Corporate Identity - Ascensus<\/title>\n<meta name=\"description\" content=\"Find out how a precise corporate identity can help your catering business achieve brand strength and customer loyalty.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ascensus-beratung.de\/en\/encyclopedia\/corporate-identity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Corporate Identity - 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