ABSTRACT
This chapter discusses a potted history of how corporate identity and branding developed during 1950s, 1970s and 1990s, establishing the modern business through recognition of the terms identity and image. Walter Marguiles and Wally Olins continued advancing the subject during the 1970s, as it gained popularity in the business world. Corporate identity during this period related business image creation as a necessity in establishing and enhancing a companys reputation in the marketplace. Corporate design has been in existence for millennia across the world, as anyone starting an organisation or business communicates an identity and image straight away. The early 1990s introduced the internets potential as an additional marketing communication channel through which to convey corporate image. As corporate identity and the created image on traditional media was reaching maturity in the 1990s, web technology began to open up new possibilities.
