Abstract
	The paper describes the selected questions connected with  identity management system of metallurgical companies. The companies are located in Polish market. Identity, image and goodwill are bound with market strategy. In new economic situation steel and iron enterprises put in order their old identity system, and add new marketing elements. The identity system consists of both visual factors (logo, logotype, advertising slogans, ID cards, etc.) and non-visual factors, such as personal contact, personnel’s behaviour and manners, general opinions on the company’s activity, successes and failures. There are advertising materials in the system, too. Advertising materials refer to the colours and picture of the company. They create its positive. Folders, directories and brochures are designated for a customer searching for information about the company. Cheap gadgets are designated for bulk customers. Albums and metal castings are designed for a small quantity of people on managerial positions, politicians or businessmen. All the activities, factors and advertising materials create the company culture. An important component of the company culture is its ethical code. The structure of the code was presented in the paper. Last part of the paper is devoted to the aesthetic strategy. Modern metallurgical companies prepare the strategy to be more competitive in the market. They build new market image. Metallurgical enterprises want to be pro-client enterprises.