Corporate identity is often seen as a collection of visual elements, which are used in various applications to promote
the image of an organization. Originally, it was synonymous with organizational nomenclature, logos, the house style and
visual elements, but in time visual identity and corporate strategy have become inextricably linked.
Some marketing specialists regard corporate identity as the core of an organization’s existence, made up of its history,
beliefs, philosophy, technology, people, its ethical and cultural values and strategies. Corporate identity also helps
determine the positioning of an organization in terms of its markets and competitors.