Abstract

Corporate identity is the set of characteristics and values ​​with which an organization identifies itself with the presence of graphic elements and pieces that physically give life to a brand, in order to specify and define a personality for the corporation or company. Its importance lies in distancing itself from the competition, communicating and transmitting the essence of the brand, providing recognition, meaning, culture and relationship to the overall strategy of the organization.

Gardenia is considered family company belonging to the industrial sector, classified in this way in the ornamental horticulture branch, dedicated to the production and commercialization of approximately 4,000 ornamental plants and materials related to the area, for the development of gardening and reforestation in wholesale markets, retail markets and fixed landscaping services.