The dictionary defines congruity as meaning: contract, stability, or fitness.That definition may also be utilised to define the perfect firm, one where all of pieces of the firm come accountable for stability, and / or physical fitness . In this perfect industry, all facets of this firm fit together. Just about every aspect (department / role / activity / etc.) need to complement the other, and jointly all of them do the job to build the total. This means promotion makes the promises, production / satisfaction keeps the guarantees, and the administration oversees everything. For example, if the advertising section has been creating a pro motion, all aspects – that the message, the paper, logo, the typeface, the appearance, feel, and texture – should be congruent to maximize the potency of the message. To exemplify my purpose, one would choose distinctive fonts to market a carnival as opposed to a mortuary.