Corporate Identity

Including Case study

Content

• What is it?• Corporate Identity vs. corporate

image• Corporate image• Corporate identity• Visual identity• Corporate personality• Researching actual and desired

corporate image

What is it?

Image - idea produced from imagination of public

Identity - individual characteristics by which a thing defines itself

Reputation - Notoriety or fame

Corporate identity management is motivating a wide range of stakeholders

What is it?

Corporate identity express organisation’s personality

Identity includes:

― design aspects : logos, colour, typeface and house style

― intangible aspects: behaviour, culture, values, mission, communication style and associations

Corporate identity vs. Corporate image

Corporate identity is what the organisation communicates via various ways,

its image is how the publics actually view it.Publics interpret an identity in a wider context with broader frames of reference.

Corporate image

• we cannot construct it because we cannot control the context the communication is received,

• well-managed corporate identity can effects an image

• is abstract, a series of linked pictures about the organisation

• can be specific or diffused

Corporate identity

• Who do we think we are?

• should be involved in strategic planning, policy and practice

• must be comprehend by target public• based on the mission, goodwill,

(important) emotional elements, cultural views.

Corporate identity

• Corporate identity mix: – symbolism – communication – behaviour

Visual identity (symbols)

• it supports reputation through impressive design, effective application on identity carriers

• cultural codes and associated meanings – provoke emotional responses

• visual representation of reality - corporate image

Visual identity

• it has to create: an idea behind the organisation, up to date, flexible and cheap in use, evoking strong, positive emotional feelings in all stakeholders

• important and trendy: message of social responsility and ethics

Corporate personality (corporate portrait)

• is made up of the organisation’s history, culture, values and beliefs (philosophy, mission and strategies)

• realised through its staff, structures systems, its products and or services.

• Corporate personality – express through symbolism, communication, behaviour

Researching actual and desired corporate image

• Identifying desired corporate identity - a dialogic (or two-way) process with stakeholders

• Communication and behavioural audits - behaviour of staff and impact of company

- communication techniques and its styles of delivery

Researching actual and desired corporate image

• The visual or design audit - organisation present themselves in:– factories, showrooms ...– product, packaging and information

material– liveries, signs, brochures, advertising,

instruction manuals, other form of graphics

Holiday Inn Case study

• over 400,000 rooms (3,125 hotels) open globally

• good service, sense of security and familiarity everywhere all over the world

• a drastic change of brand in late 2008 – new logo – bottom-up rethinking of their services– new service promise

• costs $1 billion, new look - end of 2010

Holiday Inn Case study

• based on consumer research on 18,000 travellers

• Elements of relaunch:– Redesigned Brand Signage– Refreshed Guest Rooms– Warm Welcome – New Service Promise

• x

Tasks for you

• You have a Missoni hotel’s informations.• Rebrand the Missoni hotel, create new

corporate identity.• Remember: What do you change? Why? Logo, slogan, graphic materials Behaviour of employees Communication

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