When discussing corporate identity we either refer to it as strong or weak. The identity is more or less permanent unless changed deliberately. Examples of iconic identities/logos include HSBC, Maersk and Apple that have remained permanent.

Many SME or Sole traders create an identity from their passion, which is understandable. Nonetheless, the majority are not aware of the impact of a clearly defined identity including the use of colours, fonts, logo placement on print, digital and in communication.