Koller charts how the logos, visuals, and layouts that are used to create companies' corporate identities often require or invite the construal of metaphors. Tying in with the pervasive BRANDS ARE LIVING ORGANISMS metaphor, visual elements often subtly encourage the inference of positive corporate qualities that are not necessarily verbalized. Identifying the metaphorical mechanisms deployed to achieve this goal points the way to how the inevitably biased nature of companies' self-portraits can be critically examined. (Charles Forceville and Eduardo Urios-Aparisi)