Corporate Visual Identity, CVI [Kawr-per-it Vizh-oo-uhl Ahy-den-ti-tee]

Noun [U]

Conjugation: -ties

The CVI – Corporate Visual Identity – comprises all the symbols and graphical elements that express the very essence of an organization. Therefore, the practical implications of not having one reflects badly on everything from marketing to reputation management and makes your brand less distinctive, coherent, authentic, and consistent.


A well-defined CVI, makes an organisation stand out as professional and mature, internally as well as externally. Especially when the employees know the core story of the company and exactly which colours, PowerPoint templates, e-mail signatures, fonts, tone-of-voice, etc. to use.

At Cadpeople we have developed several CVI’s and it is always a welcomed challenge.

Sometimes the CVI is an alteration for an existing brand, that needs a facelift into the future, e.g., with an updated logo, a refreshed colour palette, or a new stationery suite – sometimes it is a new company making an international entrance that needs to stand out from the get-go.

There is no fact list for a CVI, but often we include these elements in a final design guide, to be handed out to employees or downloaded from the website:

  • Logo
  • Logo story (how the logo originated and is to be interpreted)
  • Colour palette (primary, secondary and contrasts, RGB/HEX/CMYK)
  • Stationary Suite (letterhead, envelopes)
  • Core story
  • Mission/vision
  • Tone-of-voice
  • Power point template
  • E-mail signature template
  • Photo/image style
  • Signage
  • Animations for social media (e.g. intro or outros)
  • Business cards
  • Screen savers
  • Apparel


Here are some examples of CVI’s Cadpeople has either created or redefined.

For MHI Vestas, we created a CVI, which communicates an ambitious offshore wind company with heroes at work in the beautiful dark rough sea with all the expertise and knowledge going into future adventures.
Aarhus International School
Aarhus International School was rebranded with a new name and a totally new visual identity to bring the school into the future as the number one choice for international and dispatched employee’s children.
Cadpeople CVI examples01_Page_6
DAFA needed to rebrand itself. New fonts and colours were introduced, the core story was defined along with a gentle update of the existing logo type – and much more.
Cadpeople CVI examples01_Page_3
The CVI we developed together with Muehlhan consisted of a streamlined logo, an extension to their colour palette, a new digital and printed design, new sales material.

For MHI Vestas Japan we dug deep into the company’s roots in order to capture the legacy and future aspirations of the company. This resulted in a booklet consisting of new logo, fonts, PowerPoint layout, image style, business cards, e-mails signatures, and a new colour palette.

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For more information contact:


Partner, CSO
Tel +45 2014 6601