According to David A. Whetten, corporate identity researcher at Brigham Young University, image is "who you are" as a corporation. The corporation's image presented to the outside world, are messages communicated to all who see or hear of it. Art can be the defining element that creates the desired image.

Every corporation wants to communicate its core values, philosophy, and beliefs to present a positive and credible image to its customers and clients. An art collection is a powerful marketing tool that attracts clients and customers who wish to "buy into" that identity.

Case Study – Progressive Corporation
This fortune 500 corporation which holds over 6,500 works of art believes that art offer clues about its financial stature, its taste, and its community connections. In addition, corporate art highlights the unique characteristics which set them apart from its competitors, raising its perceived value to external stakeholders.

Attractive corporate spaces create a stimulating and pleasant environment where employees enjoy working. It transforms the environment and relieves the potential visual boredom of clients and employees. Research studies have repeatedly shown that the design of an office space, including artworks, influences performance, productivity, and satisfaction.

Case Study – Deutsche Bank
Deutsche Bank's corporate identity embodies values of "creativity, modernity, dynamism and innovativeness". Its art collection generates these images in the minds of its clientele, and stimulates the creative imaginations of the firm's employees. Art challenges, provokes and inspires the people around it. After all, creativity and innovation are the engines of growth!

With increasing engagements in corporate social responsibility (CSR), supporting art improves that community and creates goodwill in the best interest of organisations. This strengthens corporate image, and also makes that community the kind of place where employees want to work in.





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