ABSTRACT
The objective of this chapter is to investigate the role of visual identity in corporate communication. More precisely, we intend to show that while firms often consider visual identity to be a graphic exercise, the implementation of a visual identity program is in fact linked to more strategic issues. After defining the concept of corporate communication in relation to corporate image and corporate identity, we will focus on the process of creating a new brand identity. Writing from a marketing perspective, we use the term corporate identity. We will specify how we position this term with regard to Soenen and Moingeon’s (2002) five facets of collective identity. Visual identity will be treated as one of the components of corporate identity.
