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Corporate Identity


Corporate Identity

We build corporate identities that help build affinity with customers and stakeholders, and increase an organization’s impact in its industry.

A distinct corporate identity design and corporate branding must express everything the company stands for, while sparking an emotional connection with the consumer. Every business has its own unique personality; personality with distinguished characteristics that need to be communicated in a consistent and highly differentiated way. The challenge is to leverage this brand personality in all the key consumer touch-points without diluting or fragmenting the unified image. Our firm understands the importance of both the identity management across all of the customer touchpoints, and appreciation for the internal employee onboarding requirements.


To effectively execute a corporate identity for your business, Shikatani Lacroix begins by defining and leveraging the organization’s ownable brand card and market position. This provides clear differentiation; creates relevance and meaning to the target group; leverages the inherent equities and strengths of the organization, and facilitates the ability to evolve as the organization responds to new market opportunities.


We convert the brand position into a range of potential brand expressions and mosaic boards, and identify the consumer need state that is not being met and how the brand will deliver a point of difference.


Using color, shape, typography, contrast, symbolism and hierarchy, we design a range of identity options that most distinctly reflect the potential brand expressions that can be validated as part of the stakeholder research. In the final step, we evaluate the results and determine which solution best fits with the position and ability to differentiate the new brand.

See how we've made a difference

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Restaurants Canada

To effectively represent its national membership, CRFA needed a name that w...

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York Link

York Region retained Shikatani Lacroix to develop an in-depth strategy and ...

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Financial Executives Canada

Financial Executives Canada commissioned SLD to design a new brand essence,...