Visual corporate identity: The analysis of selected Serbian firms

• Main Author: Trandafilović Igor
• Format: Article
• Language: English
• Published: Srpsko udruženje za marketing 2006-01-01
• Series: Marketing (Beograd. 1991)
• Subjects: visual corporative identity; name of organization; profitability; corporative image
• Online Access: http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2006/0354-34710603121T.pdf

The corporative identity represents the complete essence, the being of an organization. It includes all the aspirations, the ways of business, the inner structure, the personality of an organization. The visual identity is a visible aspect of entire identity. Symbolically, it transmits the ideas of an organization. One of the basic factors of visual corporative identity is the name of an organization. Using the knowledge of marketing, psychology and applied design - wanted messages of an organization are being suggested by choosing the name. The name can directly point on the activity, it can abstractly (indirectly) remind on the adopted values or it can stand between the two of the mentioned extremes. Besides, it strengthens the effects of the communication, well chosen and the name easily to remember reduces expenses of the advertisement. It's interesting to perform the analysis of the most profitable enterprises names in Serbia to that effect.