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Corporate design contributes decisively to the way in which the public sees the company.
The design elements - the logo, the overall 'look' - convey a definite and unequivocal idea of what the company is. The value of these elements is inestimable.
A clear company image emerges only if the company chooses appropriate design elements and limits itself to these.
They constitute a flag, a compact and instantly identifiable symbol to those outside the company, a source of pride and loyalty to those within.
The image, however, does not only convey 'tangible' information: an aesthetically pleasing image is of the greatest importance in setting cultural standards in the mind of the public.
The constant repetition of these visual concepts impresses itself on the observer's memory. And as the assessment of the company is strongly affected by the associative effect of this image, that image becomes an essential factor in the purchasing decision. Internally too, an appealing image helps creat e employee identification and reinforces the feeling of 'belonging'.
The importance of this consideration grows which each step ESA takes towards becomings an truly international company.
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