The realization by graphic designer

The realization by graphic designers and marketers of the efficacy of
consistency in visual and marketing communications led to a number of
authors arguing that there should be consistency in formal corporate
communication (Bernstein, 1986; Schultz, Tannenbaum and Lauterborn, 1994).
The breadth, complexity, and importance of corporate communications was
pointed out by Bernstein who argued that organizations should communicate
effectively with all of their stakeholders. Implicit in Bernstein's (1986)
comments, and those made more recently by Grunig (1992), is that the
corporate communication mix and its management is fundamentally different
from and is more complicated than, the marketing communications mix.