Identidade visual corporativa: análise de sua relação com a performance da micro e pequena empresa

The aim of this paper is to verify how MSEs managers identify the work of graphic design on the performance of your company, evaluated from its Corporate Visual Identity (CVI). The applied research, of a qualitative nature, was developed from bibliographic research, semi‐structured interviews and documental research. The investigation used a multiple case study, through a literal replication, by making a comparative analysis of different cases. were analyzed seven (7) MSEs, from commerce and service sectors, located in the cities of Vitoria, Vila Velha, Serra and Cariacica, from the Espirito Santo state. The data collected in the interviews were analyzed using Content Analysis, based on the steps described by Bardin (1977) and Laville (1999). Thus, it was possible to prove that most of the managers of the investigated MSEs identifies that the IVC has great importance for your business, managing to understand their meaning, their role in the company and its positive contribution to performance, providing different kinds of benefits to the company. Furthermore, it was concluded that the better the design management operated by the MSE, better the results obtained in their performance and better the use of the benefits generated by the application of design by the company.