ABSTRACT
Corporate communication as an organizational function has to be responsible for the integration of the internal and external communications of the company. An important part of storytelling is narration that refers to transmitting the corporate story with a clear purpose of convincing the receivers about the reality and rightness of the company's actions. The visual identity of a company makes a company visible, tangible and recognizable, and also defines a contextual framework for the contents that a company communicates. Visual identity is a visible part of corporate identity, expressed through some key elements, such as the name and logo of a company, its signature colours, typography, tagline and other company descriptors. The process of designing visual identity and communications includes the creation of the structure and form of visual information, from its conception, planning, drafting, to final implementation. Ogilvy highlights the importance of a long-term strategy in planning corporate advertising and points out many corporate advertising campaigns that have failed.
