Corporate Identity
Including Case study
• 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
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
Identity includes:
― design aspects : logos, colour,
typeface and house style
― intangible aspects: behaviour,
culture, values, mission,
communication style and associations
Corporate identity vs. Corporate
Corporate identity is what the
organisation communicates via various
its image is how the publics actually view
Publics interpret an identity in a wider
context with broader frames of
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
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
• 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
• Communication and behavioural audits
- behaviour of staff and impact of
- 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
– liveries, signs, brochures, advertising,
instruction manuals, other form of graphics
Holiday Inn Case study
• over 400,000 rooms (3,125 hotels) open
• 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
• 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
Thank you for your attention
Have a nice day

Corporate Identity