Corporate Visual Identity Management

From Wikipedia, the free encyclopedia

Corporate Visual Identity plays a significant role in the way an organization presents itself to both internal and external stakeholders. Key elements of a corporate visual identity are the corporate name, logo, colour palette, font type, and a corporate slogan, tagline and/or descriptor. These may be applied on, for instance, stationery, printed matter (such as brochures and leaflets), advertisements, websites, vehicles, buildings, interiors, and corporate clothing. Sometimes architecture can also be an important element in an organisation’s visual identity (examples: McDonalds and Ikea).

In general terms, a corporate visual identity expresses the values and ambitions of an organisation, its business, and its characteristics. Four functions of corporate visual identity can be distinguished. Three of these are aimed at external stakeholders.

1. First, a corporate visual identity provides an organisation with visibility and ‘recognisability’ (Balmer and Gray, 2000; Dowling, 1993; Du Gay, 2000). For virtually all profit and non-profit organisations it is of vital importance that people know that the organisation exists and remember its name and core business at the right time.
2. Second, a corporate visual identity symbolises an organisation for external stakeholders, and, hence, contributes to its image and reputation (Schultz, Hatch and Larsen, 2000). Van den Bosch, De Jong and Elving (2005) explored possible relationships between corporate visual identity and reputation, and concluded that corporate visual identity plays a supportive role in corporate reputations.
3. Third, a corporate visual identity expresses the structure of an organisation to its external stakeholders, visualising its coherence as well as the relationships between divisions or units. Olins (1989) is well-known for his ‘corporate identity structure’, which consists of three concepts: monolithic brands for companies which have a single brand, a branded identity in which different brands are developed for parts of the organization or for different product lines, and an endorsed identity with different brands which are (visually) connected to each other. Although these concepts introduced by Olins are often presented as the corporate identity structure, they merely provide an indication of the visual presentation of (parts of) the organization. It is therefore better to describe it as a ‘corporate visual identity structure’.
4. A fourth, internal function of corporate visual identity relates to employees’ identification with the organisation as a whole and/or the specific departments they work for (depending on the corporate visual strategy in this respect). Identification appears to be crucial for employees (Bromley, 2001; Dutton, Dukerich and Harquail, 1994; Kiriakidou and Millward, 2000), and corporate visual identity probably plays a symbolic role in creating such identification.

Corporate visual identity is one part of the corporate identity. Birkigt and Stadler (1986) and Van Riel (1995) discuss three factors that affect corporate identity – behavior, communication, and symbolism – and characterize corporate visual identity as the dominant representative of symbolism.

As the most tangible asset for the self-expression of an organisation, corporate visual identity must be viewed as an important strategic instrument within corporate communication. Organisations appear to be willing to make large investments in the development and implementation of their corporate visual identity, and it is generally acknowledged that it is important to reach a considerable degree of consistency in the way a corporate visual identity is applied. Corporate visual identity can be seen as the visual common thread that runs through the way an organisation expresses itself.

Special attention is paid to corporate visual identity in times of organisational change. Once a new corporate visual identity is implemented, attention to corporate visual identity related issues generally tends to decrease. However, corporate visual identity needs to be managed on a structural basis, to be internalised by the employees and to harmonise with future organisational developments. After all, the effectiveness of a corporate visual identity depends to a great extent on its consistency.

Efforts to manage the corporate visual identity will result in more consistency and the corporate visual identity management mix should include structural, cultural and strategic aspects (Van den Bosch, 2005). Guidelines, procedures and tools can be summarized as the structural aspects of managing the corporate visual identity. Corporate visual identity guidelines govern how the elements have to be applied in order to maintain the visual continuity and recognition across all physical manifestations of the organization. Guidelines must be up to date and accessible for employees, and it may be helpful to embed the guidelines in tools. A good support system for applying the corporate visual identity is a sine qua non for consistent use of the corporate visual identity by employees.

However, as important as the structural aspects may be, they must be complemented by two other types of aspects. Among the cultural aspects of corporate visual identity management, socialization – i.e. formal and informal learning processes – turned out to influence the consistency of a corporate visual identity. Managers are important as a role model and they can clearly set an example. This implies that they need to be aware of the impact of their behavior, which has an effect on how employees behave. If managers pay attention to the way they convey the identity of their organization, including the use of a corporate visual identity, this will have a positive effect on the attention employees give to the corporate visual identity.

Further, it seems to be important that the organization communicates the strategic aspects of the corporate visual identity. Employees need to have knowledge of the corporate visual identity of their organization – not only the general reasons for using the corporate visual identity, such as its role in enhancing the visibility and recognizability of the organization, but also aspects of the story behind the corporate visual identity. The story should explain why the design fits the organization and what the design – in all of its elements – is intended to express.

The definition of the corporate visual identity management (Van den Bosch, 2005) is:

Corporate visual identity management involves the planned maintenance, assessment and development of a corporate visual identity as well as associated tools and support, anticipating developments both inside and outside the organization, and engaging employees in applying it, with the objective of contributing to employees’ identification with and appreciation of the organization as well as recognition and appreciation among external stakeholders.

References

• Balmer, J.M.T., & Gray, E.R., (2000). Corporate identity and corporate communications: creating a competitive advantage. Industrial and Commercial Training, 32 (7), pp. 256-262.
• Birkigt, K., & Stadler, M.M., (1986). Corporate identity. Grundlagen, funktionen, fallbeispiele. [Corporate identity. Foundation, functions, case descriptions]. Landsberg am Lech: Verlag Moderne Industrie.
• Bromley, D.B., (2001). Relationships between personal and corporate reputation, European Journal of Marketing, 35 (3/4), pp. 316-334.
• Dowling, G.R., (1993). Developing your company image into a corporate asset. Long Range Planning, 26 (2), pp. 101-109.
• Du Gay, P., (2000). Markets and meanings: re-imagining organizational life. In: M. Schultz, Dutton, J.E., Dukerich, J.M., & Harquail, C.V., (1994). Organizational images and member identification. Administrative Science Quarterly, 39 (2), pp. 239-263.
• M.J. Hatch, & M.H. Larsen, (Eds.). The expressive organisation: linking identity, reputation and the corporate brand (pp. 66-74). Oxford: Oxford University Press.
• Kiriakidou, O, & Millward, L.J., (2000). Corporate identity: external reality or internal fit?, Corporate Communications: An International Journal, 5 (1), pp. 49-58.
• Olins, W., (1989). Corporate identity: making business strategy visible through design. London: Thames & Hudson.
• Schultz, M., Hatch, M.J., & Larsen, M., (2000). The expressive organisation: linking identity, reputation and the corporate brand. Oxford: Oxford University Press.
• Van den Bosch, A.L.M., (2005). Corporate Visual Identity Management: current practices, impact and assessment. Doctoral dissertation, University of Twente, Enschede, The Netherlands.
• Van den Bosch, A.L.M., De Jong, M.D.T., & Elving, W.J.L., (2005). How corporate visual identity supports reputation. Corporate Communications: An International Journal, 10 (2), pp. 108-116.
• Van Riel, C.B.M., (1995). Principles of corporate communication. London: Prentice Hall.

See also

• Corporate identity
• Corporate logo
• Brand

External links

• A website about Corporate Identity
• A website about Managing Visual Performance
• Wally Olins
• Corporate Identity Portal