In marketing, a corporate identity is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives, and is usually visibly manifested by way of branding and the use of trademarks. Corporate identity comes into being when there is a common ownership of an organisational philosophy which is manifest in a distinct corporate culture - the corporate personality. At its most profound, the public feel that they have ownership of the philosophy. In general, this amounts to a logo and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the identity is applied and confirm approved color palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand. Corporate Visual Identity plays a significant role in the way an organization presents itself to both internal and external stakeholders. In general terms, a corporate visual identity expresses the values and ambitions of an organization, its business, and its characteristics. Four functions of corporate visual identity can be distinguished. Three of these are aimed at external stakeholders: First, a corporate visual identity provides an organization with visibility and ‘recognizability’. For virtually all profit and non-profit organizations it is of vital importance that people know that the organization exists and remember its name and core business at the right time. Second, a corporate visual identity symbolizes an organization for external stakeholders, and, hence, contributes to its image and reputation. Third, a corporate visual identity expresses the structure of an organization to its external stakeholders, visualizing its coherence as well as the relationships between divisions or units. And fourth, internal function of corporate visual identity relates to employees’ identification with the organization as a whole and/or the specific departments they work for (depending on the corporate visual strategy in this respect).