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Graphic design is in charge of creating graphic signs and objects related with printing: logos, magazines, posters, books, etc. This branch of design is highly influenced by marketing. Graphic design applied to companies is very important nowadays. The creation of the corporate identity is based on the intervention of graphic design as the creator of its components. The corporate identity is the body of graphic-visual design elements which are coherent and deliberately homogeneous and convey the same and unique message.

Graphic design is in charge of creating graphic objects that convey a message with different aims, generally, commercial. Graphic design intervenes in the advertising process of a company from the manufacturing of a magazine cover to the production of a brochure. However, it is not advisable to think of graphic design and the objects it creates as separate things. The corporate identity of a company is nothing until it is composed of the graphic design elements such as the corporate Logo, brochures, personal cards, catalogues, posters, advertising, tri fold brochures, envelopes, Web site (belonging to Web design) and uniforms (belonging to textile design). This means that design elements are not the support of the corporate identity rather, they are themselves their essential components. That is why design elements must be thought of as a whole: because by thinking of them separately one will never be able to build a design plan emphasizing coherence and likeness among the different components of a corporate identity and it will not be formed.

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Visual coherence brings about the existence of a corporate IDENTITY. The need for all the design elements to share one criterion lies in the aim of conveying a one and unique message , a corporate message to the consumer public. Starting with the first design element every company needs, the Corporate logo, limits are drawn and standards are built that the remaining designs will have to follow for the message to be a whole message instead of isolated, loose and contradictory messages. The aim is for the body of corporate identity elements to convey a message to the public and for it to be, in turn, transmitted by each of its elements separately. The great benefit afforded by this visual uniqueness or coherence is the possibility to forge a message in the minds of consumers repeating all over again, in each element, the message the company is willing to convey. We also find a great benefit in the different ways of conveying the message.

That is to say, each element of the corporate identity must stick to some standards so as not to move away from the message, however, within those parameters it enjoys total freedom. Each type of design has its own features which must be exploited to the full in order to be acknowledged as such. Consequently, we obtain a repetition of the same message in many different ways and we increase in an exponential way the chances for the message to be understandable and moving for the receptor. A consumer may not understand the message of a catalogue but he will certainly recognize it in the Logo, etc. Therefore, we have the very same message transmitted in many different ways broadening to a great extent the possibility for to message to reach the conscience and sensitivity of prospect clients.

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