Corporate Style as a Tool for Visual Image of a Company

Abstract

In this article the author considered theoretical and practical approaches to determination of image of a company – to its essence, contents and the basic principles. The concept of the corporate style and its main components of elements with their short description are formulated. The interrelation of visual image and the corporate style as its basic component is proved. As a bright example of influence of the corporate style of a company on its visual image the author gives an example of Apple.