A company’s corporate image is a mark of quality and commitment. Many successful companies underestimate the need for a corporate identity and therefore lose on the credibility and commitment that their customers expect.

Corporate Visual Identity plays a significant role in the way an organization presents itself to both internal and external stakeholders. In general terms, a corporate visual identity expresses the values and ambitions of an organization, its business, and its characteristics. Four functions of corporate visual identity can be distinguished.

1. Provides an organization with visibility and ‘recognizability’. For virtually all profit and non-profit organizations it is of vital importance that people know that the organization exists and remember its name and core business at the right time.
2. Symbolizes an organization for external stakeholders, and, hence, contributes to its image and reputation
3. Expresses the structure of an organization to its external stakeholders, visualizing its coherence as well as the relationships between divisions or units.
4. Relates to employees’ identification with the organization as a whole and/or the specific departments they work for  Identification appears to be crucial for employees , and corporate visual identity probably plays a symbolic role in creating such identification.

The key to a corporate identity is to evaluate the objective of your company, its value and the target markets that your business operates in.

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