Original scientific paper
https://doi.org/10.54820/entrenova-2025-0024
The Influence of Corporate Visual Symbols in the Era of Digital Technology
Ivana Perkušić
orcid.org/0000-0003-1603-8911
; Faculty of Humanities and Social Sciences in Osijek, Croatia
Vanesa Vidačić
orcid.org/0009-0007-9606-4912
; University North, Croatia
Ana Globočnik Žunac
orcid.org/0000-0002-4008-6027
; University North, Croatia
Abstract
Nonverbal communication through corporate symbols, logos, and slogans is an important part of corporate culture and communication with target audiences. The purpose of visual symbols is to foster corporate recognition and build a business image. Creating corporate visual symbols enables interaction between corporate employees, the public, and end consumers of a particular brand or mark. In the era of new digital technologies and the application of artificial intelligence, the corporate visual identity remains an important aspect of an organization's business communication, preserving its integrity in the market. This paper aims to investigate public attitudes toward the importance of preserving corporate visual identity and how it is recognized through various corporate activities. Furthermore, the research will provide insight into the perception of corporate communication through the use of visual identity colours, and the implementation of marketing communication strategies with the aim of achieving better product sales. This paper hypothesizes that the use of visual symbols during promotional activities contributes to the creation of corporate recognition and its image. Visual symbols represent an important segment of a corporation's image and contribute to the success of corporate communication towards target audiences.
Keywords
communication 1; corporation 2; image 3; target audience 4; visual symbols 5
Hrčak ID:
344829
URI
Publication date:
1.12.2025.
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