Purpose-The purpose of this research paper is to conceptually and empirically explore and challenge the dogma of CVI consistency. This is done to nuance the current polarized debate of consistency or no consistency. Design/methodology/approach-A qualitative research strategy is employed in this paper. Specifically, the empirical work rests on an interview study with strategists from 10 different CVI agencies. The interview transcripts are analyzed using template analysis. Findings-In terms of findings, both empirical and conceptual arguments for and against CVI consistency are presented. Many of these arguments rest on conflicting assumptions of CVI communication, CVI authenticity and CVI management, which all influence the debate of CVI consistency. Practical implications-CVI practitioners are presented with a more reflective approach to dealing with consistency and hands on examples for inspiration. Originality/value-This paper offers alternative and more nuanced conceptualizations of CVI consistency. This includes seeing consistency and inconsistency as ends of a spectrum to be balanced rather than mutually exclusive and by differentiating between consistency across platforms and consistency over time-coined CVI continuity. Furthermore, several future research areas that can help to further develop the field of CVI are suggested.

PurposeThe aim is to review and discuss main conceptualizations, themes and assumptions within organizational-level visual identity (VI) in order to identify potential avenues of theoretical advancement of VI as an independent construct.Design/methodology/approachAn integrative review approach offers a structured, nuanced perspective on the concept by synthesizing extant literature through an iterative, critical and qualitative process.FindingsThe synthesis identifies three overlapping terms [corporate visual identity (CVI), visual brand identity (VBI) and VI] and two main themes (visual consistency and authenticity). The dominant assumptions underpinning consistency and authenticity are challenged by alternative understandings, which provide a platform for perceiving visual consistency and authenticity in new ways.Research limitations/implicationsThe review offers an overview of organizational-level VI that helps define the concept as well as critical reflections which open up for additional research avenues that may develop it and point to potential areas for exploration.Practical implicationsThe review provides practitioners with a platform for discussing how to approach visual identities with regards to consistency and authenticity.Originality/valueThe review contributes with a synthesis of VI literature covering 50 years. It offers a structured presentation of and critical discussion on the underlying, dominant assumptions. By challenging these dominant assumptions, a palette of future research opportunities, with potentials to nuance and develop the concept as a unique construct, are presented.