This contribution has the main purpose of presenting the issue of linguistic and communicative self-representation of companies on websites and, therefore, of the corporate identity framework from both a discursive and phraseological perspective. The phenomenon is observed starting from the vertical model proposed by Roelcke regarding communication among experts or experts and laypersons of the discipline in the presence of specialized languages. The contribution starts with an introduction to the role of specialized languages within the horizon of sociolinguistics (specialized languages and identity) and proceeds with a reflection on the state of the art of studies on corporate communication from an identity perspective, while focusing on the concepts of self-representation and corporate identity. The theoretical and methodological apparatus acts as a starting point for the linguistic investigation, in which the repertoire of specialized expressions and terms is analyzed through the sections of some websites of important German companies (Volkswagen, RWE, Lufthansa) dedicated to the description of the mission of the company from the point of view of sustainability.