Corporate visual identity plays a significant role in the way an
organization presents itself to both internal and external
stakeholders. In general terms, a corporate visual identity expresses
the values and ambitions of an organization, its business, and its
characteristics. Four functions of corporate visual identity can be
distinguished. Three of these are aimed at external stakeholders.
Special attention is paid to corporate identity in times of
organizational change. Once a new corporate identity is implemented,
attention to corporate identity related issues generally tends to
decrease. However, corporate identity needs to be managed on a
structural basis, to be internalized by the employees and to harmonize
with future organizational developments.
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. Guidelines, procedures and tools can be summarized as the
structural aspects of managing the corporate visual identity.
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
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