ABSTRACT
A c lea rly d e f in e d s tru c tu re fo r a n id e n tity is n e c e s sa ry i f a n a u d ie n c e a re to b e e x p e c te d to u n d e r s ta n d a n o rg a n isa tio n a n d h o w it c o n d u c ts its o p e ra tio n s . T h is s tru c tu re a n d its m a in te n a n c e is u n d e r s to o d to b e th e p e rc e iv e d a u th o r i ty o f th e iden tity . I t is as im p o r ta n t fo r th e in te rn a l w o rk in g s o f th e o rg a n isa tio n as it is fo r th o se o n th e o u ts id e , fo r i f th is v isu a l r e p re s e n ta t io n o f s ta tu s a n d p o w e r is c lea rly u n d e rs to o d , it c o m m u n ic a te s a n in e sc a p a b le sense o f d ire c tio n a n d o rd er.
