Corporate identity is often seen as a collection of visual elements, which are used in various applications to promote the image of an organisation. Originally, it was synonymous with organisational nomenclature, logos, the house style and visual elements, but in time visual identity and corporate strategy have become inextricably linked.

Some marketing specialists regard corporate identity as the core of an organsation’s existence, made up of its history, beliefs, philosophy, technology, people, its ethical and cultural values and strategies. Corporate identity also helps determine the positioning of an organisation in terms of its markets and competitors.