The aim of this paper is to demonstrate the need for parallel development of all segments of business for a high quality corporate identity as well as for the company's success. First of all, company has to make daily effort to keep up with the competition and changes in business so that its products and services are not out of date. Secondly, it is also important to adapt its identity to the time we live in, to the community in which we operate, to the needs of our users, etc. Here, I use company logo as one of the examples. Given that we live in the time of responsive design supported by various mobile platforms, it's required that the logo is prepared in such a way that it is recognizable on each "screen size". But the logo is just a tiny drop in the adaptability of the company through which companies must go in order to remain competitive on the market by creating a high-quality identity that affects the image itself. Third, but not least, the company must look after it is strategy of implementing the policy of corporate social responsibility program to improve not only the world we live in, but also the working conditions within the company itself. Google is an excellent example of this development of all segments of business, as it keeps a strong note of corporate social responsibility all the while while paying close attention to visual identity, communication, business relationships, and consumer relationships. The way Google develops its corporate identity through corporate social responsibility is natural, inconspicuous and continuous for 19 years. Google not only follows the trends, he also sets new ones in corporate identity and corporate social responsibility.