A visual/corporate identity, is like a trademark, philosophy and internal structure of what the community/company stands for. It should be able to communicate clearly, bring itself into priority to the consumers/followers and make itself remembered by the public with it's true intentions and goals. For example, if an individual were to witness it, the person should immediatly remember what the community or the company stands for. It also makes the company easier to be recognized, in front of the internal or external stakeholders. Of course, a visual identity is not only for the eyes of the public.
The visual identity, holds a greater status in which community it belongs to as well. It helps and supports the ideals of the company or the community, producing a harmony between the employers and the employees, increasing the efficiency of the work-force.
To sum it up, a visual identity is the personality of a company. In the competitive global market, every company must earn credibility, differentiation, viability and respect by the means of designing a visual identity for themselves. What the company stands for? Who are they? Where will they be? All these answers should easily be seen in this identity. Failure to do so, might cause the company crumble beneath the feet of it's competitors. Since, no demands would occur for a company which puts such little effort to make itself known or to actually accomplish something. Greatest examples of successful visual identities can be observed in companies, such as Mcdonalds, Harley motorcycles, Electronic Arts...
A large amount of effort and work goes into the research of visual identities; the M of Mcdonalds suddenly makes us visualize the red and yellow fast food chain, the name Harley reminds us of the badass and exciting motorcycles, the EA of Electronic Arts makes us want to play video games more and more. It is indeed, a powerful asset in the professional world of business. And should never be taken lightly.
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