Excerpt:
The corporate identity is the flag under which everybody and everything in the Club sail.How this symbol of company culture is interpreted through the business, its application on everything from stationery to promotional items distinguishes us effectively from our competitors, building and sustaining our reputation.
Our identity is fundamental to the way we communicate. It’s the way we present
ourselves to members, suppliers and third parties. It visually connects our ervices to our company. It unifies all our operations and provides a ecognisable endorsement of quality.As well as increasing the effectiveness of our communications, our identity provides us with consistency, but only if we have the discipline to ensure that our corporate identity standards are maintained.

Source:
> The London Steam-Ship Owners - Corporate Identity