The Corporate Identity is a company's public face. It is the personality of the company, and it is what people associate with it. The Corporate Identity includes the logo, colors, fonts, slogans, and advertising campaigns. The Corporate Identity can be anything from a clean and simple logo to a more complex one that includes symbols or icons. The Brand Gravity Model by Kotler talks about how companies need to create a strong corporate identity in order to develop their brand successfully. Kotler says that there are six dimensions of corporate identity: product quality, customer service quality, company reputation, company image/personality, company values/culture/mission statement and financial stability.