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Publicación Acceso abierto Línea de investigación en comunicación organizacional II.(2014-07-14) Escobar Castrillón, MarianaCorporate identity is a term that deserves the attention of organizations because it defines the personality, the self, values and attributes thereof. Previously this was interpreted as that marked changes in visual identity, as it was known only as the corporate image of a company. Both are correlated since the former serves the organization's internal policy regarding their way of being and essence, while the second makes a symbolic interpretation of the above. The aim of this paper is to reclaim the concept of corporate identity and visual identity, placing greater emphasis on the second with the notion of mental imagery and visual.