Corporate identity is probably the most important concept in branding. One of the most valid definitions of the title notion has been devised by The International Corporate Identity Group (ICIG). It states that Corporate Identity contains company’s ethos, aims and values, and is a way of defining an organization, enabling it to stand out in the crowd (The Strathclyde Statement). Because of that, it influences not only relations with customers, but also job satisfaction among employees and how other stakeholders view the organization.
