CONCEPT, COMPONENTS, AND CONTRIBUTIONS OF VISUAL COMMUNICATION IN DESIGNING CORPORATE IDENTITY

Abstract

This study examines the importance of creating a well-designed corporate identity for Alexandria Trading Group (ATG), a stainless-steel company based in Alexandria, Egypt. The identity reflects the company’s goals, values, and vision. ATG is supported by the reputable multinational company Sandvik AB, a Swedish engineering giant specializing in products and services for mining, rock excavation, drilling, processing, metal cutting, and machining. Founded in 1862, Sandvik is headquartered in Gävleborg County, Sweden. ATG specializes in stainless steel products, including pipes and other machinery components used by factories in related industries. The company’s primary product, stainless steel pipes, inspired the concept for its corporate identity design. The light blue color scheme was chosen to represent the Mediterranean nature of Alexandria, as well as to align with the color of the supporting company, Sandvik. The goal of ATG’s corporate identity is to promote the company’s products, boost sales, and establish a strong brand presence that can compete on a global scale, effectively reflecting the nature of its products.