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Corporate identity

Feb 23, 2016

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Corporate identity. Corporate identity – short history. Efforts to establish „ corporate behaviour “ – from ancient times ( states , governments , armies – efforst to establish uniform policy within the institution that was presented by certain style. - PowerPoint PPT Presentation

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Corporate identity

Corporate identity short history Efforts to establish corporate behaviour from ancient times (states, governments, armies efforst to establish uniform policy within the institution that was presented by certain style.

Idea of corporate image beginning of 20th century In order to succeed in business the companies have to express their unique character, differences and contrasting elements distinguishing them from the competition.

50s-60s corporate design in full thanks to designer companies in US (Landor) and UK (Henrion). At that time also corporate design of other companies was being developped (IBM, Shell, Lufthansa, BMW etc.)

First visual identity, later other factors were added

Corporate identity what it is?A corporate identity is the overall image of a corporation or firm or business in the minds of diverse publics, such as customers and investors and employees.

It is a primary task: to maintain and build this identity to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.

Corporate identity comes into being when there is a common ownership of an organizational philosophy that is manifest in a distinct corporate culture. Corporate identity helps organizations to answer questions like who are we? and where are we going? Corporate identity also allows consumers to denote their sense of belonging with particular human aggregates or groups.

Corporate identity what it is?

Corporate identity what it is?A corporate identity is the overall image of a corporation or firm or business in the minds of diverse publics, such as customers and investors and employees.

It is a primary task: to maintain and build this identity to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.

Corporate identity comes into being when there is a common ownership of an organizational philosophy that is manifest in a distinct corporate culture. Corporate identity helps organizations to answer questions like who are we? and where are we going? Corporate identity also allows consumers to denote their sense of belonging with particular human aggregates or groups.

Corporate identity what it is?Corporate identity is often viewed as being composed of three parts:Corporate design (logos, uniforms, corporate colours etc.)Corporate communication (advertising, public relations, information, etc.)Corporate behavior (internal values, norms, etc.)

Corporate identity what it is?Corporate identity Philosophy of the companyCorporate designCorporate communicationsCorporate cultureProductsCorporate image

Corporate philosophy

Corporate philosophy

Corporate philosophy

The philosophy of business considers the fundamental principles that underlie the formation and operation of a business enterprise; the nature and purpose of a business, for example, is it primarily property or a social institution; its role in society; and the moral obligations that pertain to it. Corporate philosophyCorporate personality Starting point for creating the corporate philosopy. For the company to have specific personality, it has to have eight characteristic features.Unusual form- appearanceOwn styleRealisation of unusual activities/acts in different wayCP is independentUniformity of words and actsClear, logic and constant managementRich in ideas an material valuesIts value is based on motivated and capable employees.

Corporate philosophy

We believe quality and design should be affordable to many.

The LAMPAN table lamp was designed using the five elements of democratic design - form, function, quality, sustainability and a low price. So instead of thinking outside the box, we got rid of it

Corporate design A corporate design is the official graphical design of the logo and name of a company or institution used on letterheads, envelopes, forms, folders, brochures, etc.

The house style is created in such a way that all the elements are arranged in a distinctive design and pattern. This includes dictating what ink pantones should be used in the coloring, and what typefaces.

Corporate design visual identity Four functions of corporate visual identity can be distinguished.

visibility and recognizability". For virtually all profit and non-profit organisations, it is of vital importance that people know that the organization exists and remember its name and core business at the right time.

corporate visual identity symbolizes an organization for external stakeholders, and, hence, contributes to its image and reputation.

Corporate design visual identity 3. It expresses the structure of an organization to its external stakeholders, visualising its coherence as well as the relationships between divisions or units (single brands, different brands for indiv. parts, different brands visually connected to each other).

Corporate design visual identity 4. Internal function of corporate visual identity relates to employees' identification with the organization 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, and corporate visual identity probably plays a symbolic role in creating such identification.

Corporate designA wordmark, word mark or logotype is usually a distinct text-only typographic treatment of the name of a company, institution, or product name used for purposes of identification and branding.

The organization name is incorporated as a simple graphic treatment to create a clear, visually memorable identity. The representation of the word becomes a visual symbol of the organization or product.

In the United States and European Union, a wordmark may be registered, making it a protected intellectual property.

Corporate designA logo (abbr. of logotype, from Greek: logos - word, idea + typos - imprint, picture) is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of a word, letter or combination of above mentioned.

Corporate designLogo design is an important area of graphic design, and one of the most difficult to perfect. The logo (ideogram) is the image embodying an organization. Because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.

Color is a key element in logo design and plays an important role in brand differentiation. The importance of color in this context is due to the mechanics of human visual perception wherein color and contrast play critical roles in visual detail detection.

In addition, we tend to acquire various color connotations and color associations through social and cultural conditioning, and these play a role in how we decipher and evaluate logo color.

Corporate design - logoWhile color - is considered important to brand recognition and logo design, it shouldn't conflict with logo functionality, and it needs to be remembered that color connotations and associations are not consistent across all social and cultural groups (white in Japan x white in Europe)

For example, in the United States, red, white, and blue are often used in logos for companies that want to project patriotic feelings but other countries will have different sets of colors that evoke national pride.

Similarly, diverse industry sectors tend to favour different color palettes: Fast food industry: strong, saturated colors

Corporate designBanking, insurance, technology companies: less saturated, more sombre colors.

http://www.famouslogos.net/att-logo/

Corporate designDesign manual http://www.prodiss.cz/download/corporate_design_manual.pdfThe protection of visual identity is probably one of the most important issues when it comes to developing concepts in which corporate identity (CI) is used. Both in web design and in print corporate identity manuals are supposed to give designers precise guidelines on how logotypes, colors and typography should be used.

Goal: to promote the visual identity in the most convenient, consistent and efficient way and make sure no mistakes are done.

E.g. the logotype remains readable and the whitespace around the logo gives it the space it needs to breathe and be effective throughout various projects.

Corporate communicationsOne of the key factors that help the company to survive on the market.Corporate communication types:Public relations ( dialog of the company with the public using direct and indirect forms/channels. Corporate advertising advertisements in media and other types of marketing communications message for target groups (has to comply with visual identity of the company)Promotion of standpoints the company uses opportunities to express its view on various social, economic, political issuesPublic speeches representatives of the companies give lectures or speeches (social events, political events)Human relations - communications the aim of which is to support education, promotion of company values, spreading general company information to attract people (best employer)Investor relations - annual meetings of shareholders, documents for shareholders, business reports

Corporate communicationsOne of the key factors that help the company to survive on the market.Corporate communication types:Government relations: lobbing efforts to p

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