Vizualni identitet je sustav vizualne prezentacije tvrtke kroz koji se postiže prepoznatljivost u tržišnoj komunikaciji. Vizualni identitet treba graditi polako i kontinuirano, sa jasnim ciljem i načinima ostvarivanja tog cilja. Proces kreće sa izradom osnovnih elemenata (vizualnih konstanti) i dalje se širi na sve oblike tržišne komunikacije.
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