When beginning the journey of developing a corporate identity, consider the tone you’ll be creating. I always like to visualize the voice of the company. Is it male or female? Young or old? Hip or stodgy? Traditional or edgy?
Once I can ‘hear’ that voice, everything spills out from it.
For example, if that voice is young, edgy and female, I might choose hot colors and modern fonts that speak to that ‘person’. The logo might have an icon in an ‘on trend’ illustration style. Marketing collateral (if there was any) might have a unique shape or format or use a funky paper stock. The website and online marketing would likely take center stage and extend these ideas. And so on.
A traditional company in turn might stick to subdued color and serif fonts. Classic formats for marketing materials would probably be retained. Etc.
Essentially, think of your company as a person, then dress him or her in the appropriate ‘outfit’. The person is your identity. The outfit is your look and feel.