This paper explores and focuses on the visual identity of corporations and the way it affects consumers. Corporate history and tradition contribute significantly to communication with consumers, leading to brand recognisability and the perception of visual identity. There are various definitions of visual identity and visual communication, which lead to comprehensive thinking about the brand itself and the role of design. This paper deals with the main elements that form visual identity and the people involved in the design process. Every corporation has its goals, but it also has a vision, mission and values the purpose of which is to strengthen the brand and create successful contact with its audience, which is undoubtedly crucial for its existence. In addition, the power of associations on the perception of visual identity among the public should never be underestimated. This paper presents the results of a research on how two big corporations in Croatia use their visual identity for external communication purposes: "Konzum", a very successful Croatian corporation with great family tradition, and "dm", a renowned international corporation famous for its high ethical and moral policies. Thanks to their logos, both corporations are remarkably distinguished on the highly competitive regional market.