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The importance of visual identity What is visual identity? Visual identity is the overall visual representation of an organisation projected internally and externally through collateral such as letterheads, brochures, newsletters, advertising, signage, buildings and reception areas. A logotype often forms an important part of a visual identity, but it is only a part. In fact an effective visual identity is achieved by the consistent use of particular visual elements to create distinction, such as usage of specific typefaces, colours and supporting graphic elements. A professionally managed visual identity offers numerous benefits to the branded entity: it supports and projects institutional cohesion and efficiency; differentiates from other organisations; facilitates the building of a desired reputation; facilitates consistency in key areas of design and should be a source of unity and pride for those associated with the entity. Our company visual identity Our visual identity system has been specifically designed to represent business. It is a reflection of our values, our ambitions and our personality. This document provides guidance for successful implementation and the use of the visual identity to ensure consistant application across all aspects of our business The following pages guide you through the core visual identity elements. They will assist you in designing and producing compelling communications with a degree of creative flexibilty.

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