Advertising is form of communication used to influence customers to purchase products or services. And by creating many ideas to help your company to deliver a specific idea to customers in a creative way. in order to reach that point of understanding between me and the customer, it has to be based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved colour palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognisable.