"One cannot not communicate."

Many years ago, Paul Watzlawick defined this statement as the first axiom of his famous communication theory. It remains as true today as ever - both in the personal domain and in the realm of business: for every individual setting up their own business, for every small or medium company, and for every international corporation. This means that to come up with a visual corporate design, you need to carefully analyse the current situation as well as defining a realistic goal, the results of which can then be used to develop well-reasoned design principles.