Abstract:
The view that a visually appealing corporate identity is the most important contributor to a good
corporate image is a myth. The process of corporate image formation is regulated by the
corporate personality which consists of three groups of elements: conscious behavioural identity
cues, such as customer service; need-satisfying products or services; and visual cues, such as the
corporate name, logo, and slogan. Makes a major assumption that a visual design cue, such as a
corporate logo, recalls impressions or perceptions in the minds of audiences. These perceptions
are based on corporate behaviour which constitutes an overall corporate image. Perceptions
measured through a semantic differential subsequently revealed that the following factors
contribute to the corporate image of South African banking institutions: dynamism,
credibility/stability, customer service, and visual identity. The research results therefore
confirmed the assumption that corporate behaviour and corporate visual identity contribute to
corporate image.
