This article is about organizational identity, approached from the perspective of sustainable development. However, sustainable development is an imperative in modern society. All human activities, directly or indirectly, are closely dependent on our environment and the resources that ultimately ensure our quality of life. The proposed subject is in correlation with the Agenda United Nations Organization for Sustainable Development 2030, as well as the process of adapting the 2030 Agenda at the national level. Undoubtedly, today, each of us, each person, consciously or not, can contribute to sustainable development, although, we must admit, it is quite difficult for us to achieve a change in mentality, despite the many evidences around us, which affect us direct and stinging (drought, consequences of war, possible food crisis, etc.). For this, it is imperative to develop a long-term thinking, a responsible thinking, a thinking oriented towards encouraging socially active positions, as well as to form skills capable of ensuring to today's generation, but also to those of tomorrow, adaptation to the realities of life and the ability to protect the human ecosystem. The promotion of organizational identity through the prism of sustainability, according to us, must start from changing the mentality "from the head to the bottom", continue with the reconceptualization of the tools for building the organizational identity.