THE IMPORTANCE OF QUALITY DESIGNED VISUAL IMAGE OF THE COMPANY AND ITS COMMUNICATION RELATING TO COMPANY PERFORMANCE

V nenehno spreminjajočih se časih, ko so spremembe edina stalnica, bi se podjetja morala zavedati, da njihova tržna vrednost ne temelji zgolj na finančnih rezultatih, temveč zmeraj bolj na različnih oblikah nevidnega premoženja. Ugled je tista vrednost, ki podjetju prinese največjo konkurenčno prednost. Dosežemo ga s pozitivno podobo podjetja, do nje pa naj bi vodila prav celostno oblikovana in strateško upravljana korporativna identiteta in njeno neprestano komuniciranje. Identiteto oblikujemo na način, da z njo dosežemo želeno predstavodel teh aktivnosti predstavlja tudi vizualni del identitete. Z dobro oblikovano vizualno identiteto namreč sporočamo različnim javnostim svoje vrednote in obljube ter z njimi komuniciramo na način, da dosežemo svoje cilje.In constantly changing times where changes are the only regularity, companies should be aware that their market value is not only based on financial results, but increasingly more on different types of invisible wealth. Reputation is the value that brings the biggest competitive advantage. It is achieved by a positive company image preceded by holistically designed and strategically managed corporate identity and its constant communication. We design an identity in a way that we achieve the required image. The visual part of the identity presents a part of these activities. A good visual identity communicates our values and promises with different audiences and allows communicating in a way that we achieve our goals