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
Thank you for your attention
Have a nice day