DEFINING A COHERENT ORGANISA-TIONAL VISUAL IDENTITY – A QUALITATIVE ANALYSIS

In today’s competitive environment, any organisation should carefully design its commu-nication strategy as it reflects on its overall image. On one hand, this article aims to define what a good visual identity means by highlighting the elements of a good visual identity through a qualitative analysis of more than three dozen visual identities documents from organisations from different industries, private companies, governmental agencies and NGOs. Moreover, by observing different perspectives on what organisations consider as a desired visual identity, the article suggests directions for improving the visual identity documentation. Finally, as the most common elements of visual identity are identified, the authors briefly draft a strategy for creating a visual identity.