Identity and Packaging
Visual identity expresses the values, activity and ambitions of a company. As the signature that accompanies it in any communication, it must be immediately comprehensible and easily memorized. In practice, it has to meet a need for clarity and coherence, while upholding the company values.
A visual identity plan is implemented in several phases; the length and the details of which depend upon the size of the company or institution. More often than not, they result in a style guide (or standards), in which the rules for applying the visual identity are outlined for all media: letterhead, business cards, envelops, buildings, signage...
The visual identity is a vital part of marketing strategy. The major design agencies have become international, operating as a network of branches that span the globe.