Corporate identity is the face of an organisation – corporate image is 
the expression.

Consistency is essential to the integrity of an organisation's image and there should be clear guidelines as to the colour
and usage of the logo and its properties. If the face remains constant then recognition through familiarity follows.
But as a company grows and matures there may be a need for the expression to change.

Successful logos adapt to modification without losing their basic appearance, think of Mars, Coca Cola and Colman's
mustard. Each has gone through several logo modifications without changing appearance.




Above: Andrew Dandridge, Fusion, Texturemaat. Phenomenists Internet Agency, Elite Financial Services, Practical tax
Tips - online learning, Nexus Leisure. Dolomite Publications. WT Partnership. IBSL.