This thesis is a research, which discusses the problems and conflicts that can appear when updating the corporate visual identity. The theoretical part of my thesis explains some of the key elements that affect the corporate visual identity: true identity, corporate image and profile. I also go through the processes of updating a corporate visual identity. The functional part of the thesis was an assignment to update the corporate visual identity of the Corporate-X called company.

This research is based on the experiences of eight graphic designers, including myself. My own experience comes from the functional part of my thesis. I will in my part share the problems I discovered during the process of updating the visual corporate image. The seven graphic designers who in their part untie these problems were interviewed using a questionnaire.

The results of the research are gathered in the fourth and fifth chapter of the thesis. The results might be helpful to the students of this field and also to professionals who are taking up such assignment for the first time. This research will hopefully help other professionals and students in the field to understand the issues dealing these kind of assignments that should be addressed beforehand.