The term corporate identity denominates the identity of a company both in public and internally. This identity is based on the corporate philosophy, a long-term objective and a specified image with the intention to align all communication instruments with the desired position (internally and externally). The corporate identity is defined by four factors: Corporate communication, corporate design, corporate behaviour and corporate mission. For internal communication, the goal of the corporate identity is to evoke an intense and unique impression of the company for the employees, enabling them to identify with it. This aims to strengthen the sense of unity and increase work satisfaction as well as motivation and performance. Externally, the focus lies on profiling and distinction from the competitors. All target groups should perceive it as a clear, unique and appealing structure.