Interior Design as a way to Convey Corporate Visual Identity

Abstract: Background: Corporate Visual Identity (CVI) is a tool that consist of five main components: the corporate name, logo, font type, color palette and slogan/tagline. The CVI can be implemented on different carriers such as signage, interior elements and printed wear. However, the role of Interior Design as a carrier of CVI is not yet established.  Purpose: To establish the role of Interior as a carrier of Corporate Visual Identity Methodology: In this study a qualitative research was conducted, with a cross-sectional research design. The empirical data was collected through qualitative interviewing. The analysis was conducted through categorization of meanings and patternmatching. Conclusion: The company’s environment is a vital factor for organizations when displaying the idea of itself to its customers, but the specific role that the interior has as a carrier of Corporate Visual Identity (CVI) has been a rather neglected subject in academic research. This study contains empirical evidence that confirms that the interior has a vital role as a carrier of CVI and that it is significant for maintaining consistency. Interior design that conveys CVI is not a cost, it is an investment; it creates an added value for the company and its customers that can be several times higher than the amount that the company invests in it.