As the number of communication channels increases and the mix of channels mutates in order to target ever more knowledgeable yet fragmented audiences, the visual identity of a company remains as the only consistent reference point. The primary identity element (logo or wordmark) may evolve over time, or may be completely replaced with something new, but the enormous number of applications to different brand carriers, over a potentially vast number of businesses around the world, means that equity is soon transferred and recognition stays high.

The million dollar investments made every year into the delivery and maintenance of primary brand carriers like signage, vehicle fleets, uniforms and printed material often go unnoticed. Sometimes funded from the centre, but usually funded from operational budgets of the business units, these investments are often delivered via a disparate network of people from brand and communications departments, estates management, sales, marketing, procurement, distribution and corporate affairs.

It is in this environment that those responsible for managing the visual identity of large corporations must deliver results.

In a detailed study into visual identity management best practice VI360, the visual identity management specialists, has used interviews with leading brand owners to identify current best practice, risks to success and the direction for the future.