Corporate Identity as Brand Positioning

The paper considers the relevance of corporate identity in modern market conditions. This work is devoted to the study of corporate identity, its key elements and stages of creation. It has been determined that corporate identity occupies the place of one of the most relevant and effective types of communication. The purpose of the work is to create a corporate identity and visual identity for a coffee shop. The innovation of the project lies in the combination of seemingly incompatible spheres – the brutal aesthetics of motorcycles and the refined enjoyment of coffee. This trend is hardly represented in the Belarusian coffee industry and on the world stage. The MotoKava concept is designed to attract connoisseurs of speed, freedom and a fragrant drink, expanding the boundaries of the usual audience. In the course of the research, methods of observation, survey, analytical review, literary analysis, and creative exploration were applied. The result of the work was a corporate identity comprising: a dynamic logo, variable patterns, stylish paper cups, concise badges, an informative booklet, bright flags, memorable company badges and elegant business cards. Wall graphics extend the visual concept. The practical value of the project stems from its targeted approach and market relevance. The developed concept, tailored for the customer, aims to strengthen brand positioning and attract a loyal audience. The project has been successfully implemented, serving as the starting point for rebranding. The paper presents design variants of the logo and other corporate identity elements for a motorcycle cafe, created by a student of the Department of Design and Fashion of Vitebsk State Technological University.