ABSTRACT
Urban chaos is a global and pressing issue for the international heritage community, in which multinational corporations amongst other causes and economic and politic sectors play a central role. This chapter focuses on one of the several dimensions of the problem, the visual impact created by corporate brand design, which is a topic scarcely analyzed by current debates on cultural heritage and historic urban landscape, although it affects all countries around the world. Almost no multinational corporation has included visual impact on heritage within its corporate social responsibility strategy, although most companies report on issues concerning sustainability, environmental responsibility and commitment with local communities. The visual impact of corporate brands on heritage sites and the urban landscape is multifaceted and difficult to condense, especially taking into account the absence of global analysis on the subject and the many scales, heritage properties and urban areas affected.
