Aesthetics and corporate identity.

Abstract

Aesthetics is the science that deals with the problem of feeling to make a philosophical reflection on the nature of what is
beautiful about artistic Visual and audiovisual products. Business and advertising, communication-oriented conceiving their supports as
artistic products from its inclusion in this field in the year of 1908 in Berlin Germany and driven in a visionary manner by the Rathenau
brothers, creators of the AEG company, materialized by the action of the architect, designer and German graphic artist, Peter Behrens and
the Austrian sociologist, Otto Neurathwho were responsible for the change and creation of the style graphic of the visual identity of this
firm, constituting an act pioneer in the use of aesthetics within the corporate branding. Thus was invented the concept and practice of
corporate identity, providing a new way in business communication, Act emulated by other recognized brands, who have spoken their
signs and vectors of communication, to strengthen them with aesthetic values, making them better able to compete in environments
affected by new technologies that have been created for new brands and dynamic ways to build links communicate an aesthetic itself, full
of attributes that shocks and is transmitted through social networks, adapting to the changes of the environment and the consumer, trend to
which enterprises of the region for the sake of their positioning and competitiveness must be entered.