The role of communication and visual identity in modern organisations

Purpose – This paper attempts to shed light on a further understanding of the notion of corporate identity especially in relation to communication and visual identity, and its relevance for the organisation. Design/methodology/approach – The paper presents a main theoretical background reviewing and discussing the literature in corporate identity in particular, addressing the following dimensions: communications and visual identity. The paper also resorts to examples that illustrate how organisations change or shape their corporate identity to face (new) market and environmental conditions. Findings – The paper shows that corporate identity is an issue of growing importance to all companies. Its development and management has become a key dimension within an organisation's strategy. The paper highlights that corporate identity extends beyond the company's logo and name. It covers all forms of internal and external communications of the company. It further discusses the implications for corporate identity change or adaptation in the context of market and other environmental alterations and how it leads to attaining competitive advantage. Practical implications – The paper describes how practitioners applied (and may apply) corporate identity as a strategic resource. Originality/value – This paper contributes to a further understanding of the magnitude of corporate identity, its strategic relevance and managerial dynamics. Moreover, by stressing communication and visual identity dimensions, it underlines how “parts” of identity need and should be managed in a company's setting.