A business identity is the total of the many graphics used by a company. Generally it includes the logo, business cards, custom pencils, pens, erasers, notebooks and notes, folders, and much more. A company identity means the image that a company has got, or strives to get, among the public, in order to distinguish itself from the competitors. The identity of a company allows it maintain a coordinated and defined image, keeping the same style for all the graphics and communicating always the same values. It represents the deepest and most spiritual form of the brand. In it, the “core”, that is, the nucleus of company is identified, which, generated by the values of its founders, births the vision and mission of the company.