It is in the natural evolution of companies, and upon their expansion that a sense of seriousness and dominance sets in, and that is usually reflected on their method of operation. For large conglomerates to run smoothly there is no time for jokes and fooling around. Everything must run like swiss clocks. This attitude must be conveyed on their communication as well. Limak in this case, after the government concession deal for the Prishtina International Airport needed to establish their own unique visual identity for this situation. Keeping in line with the parent holding company, the identity is established to show that seriousness and confidence that Limak brings to this deal.