All organizations are in the process of establishing a new image, overcoming a bad image or maintaining a good image. In many of these cases, the core identity of the organization serves as the central tool in establishing visual understanding. An effective identity establishes recognition, promotes consistent reinforcement, and serves as a foundation for all communications.

Today, more than ever before, business, industry, and even nonprofit organizations depend on communications to market products and services. This is how consumers and business customers become aware of products and services. Buying decisions are heavily influenced by advertisements, brochures, catalogs, corporate images, product sales literature, even stationery and business forms. All of these help us compete for customers in the constant stream of communication that characterizes today's marketplace.