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Corporate design is used interchangeably with visual identification. In terms of the visual aspect of corporate identity the dominant view in the literature is that everything the company does underlines its special characteristics. However, there are different views about the components of corporate visual identity. In the corporate identity construct proposed in this paper corporate design is stated as a sub-construct of corporate identity covering corporate visual identity and the applications of corporate visual identity, both of which have further subcomponents.
Corporate visual identity
Corporate visual identity is the graphic design at the core of a firm’s visual identity (Melewar and Saunders, 1999)...
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