Corporate identity is a core issue in graphic design and product design, and Olins is one of the leaders in the field. He outlines the elements of corporate identity, from business cards to general visions, discusses typical cases and sketches ways of carrying out a well-founded corporate identity program. Interaction design is traditionally not concerned with corporate identity, but the situation is changing rapidly as information technology is transforming from work tools to consumer products. A grasp of the basic concepts of corporate identity may be useful for the contemporary interaction designer.