This article advances the idea of cultural and individual values being connected to each other not directly, but through the consciousness and activity, which presupposes the integral unity of cultural-historic methodological approach and the activity methodological approach in psychological researches. Activity effects mainly on forming of the consciousness and personality: it underlies them. In the cultural-historic approach such basis, in a way, a unit of analysis of consciousness and personality, is a value-oriented experience. The necessity of integration of the activity approach with cultural-historic approach lies in the integral ontology of psyche, behavior, activity, experience, sense, consciousness, personality, culture and its values.
A semiotic interpretation of «I» is given, and conditions of existence of the I outside the boundaries of subjective reality (the possibility of «noumenal I»). We start by acknowledging the imaginary character of the I: in front of us is but a ghost, some «patterns», «compositions», «drawings», «charts» of some object X named «I» that are experience by me (who?), and some «texts» that describe the inner machinery of the former and its relations to the environment (and, among other things, to other similar ghosts of «You», «We», «They»). Further, we discover that «I», a symbolic formation within the psyche, becomes its own «object» (designatum) by mediating the currents of activity the individual generates as a physical entity. The real I is a form in which an individual exists, defined in the encounter of his/her inherent «subject less» activity with the cultural symbols (prototypes) of the I, «impressed» into the individual by culture. As a result of those encounters emerge the true subject of cognition, which constructs an image of the world (contemplative I, thinking I, receiving I, possessing I), the true subject of activity (goal-setting I, achieving I, influencing I, giving I), and the true experiencing subject (enduring I, coexisting I, transcending I).
The palmy days of the corporate culture of medieval guilds were the time of the origin of the modern corporate identity. Medieval corporate aesthetic as a code of corporate culture formed a unique identity of corporate culture and played the regulatory function in the activity of medieval craftsmen. This communicative potential of the corporate identity is especially required for corporate business cultures of modern informational age.