Corporate Identity and Image
 Corporate ID: Refers to the combination of ways in which an
organization’s personality is expressed.
 Tangible elements of ID:
 Logos
 Colors
 Type face & House Style
 Less Tangible elements of ID:
 Behavior
 Culture
 Values, Philosophy, Mission
 Communication Style
Corporate ID vs Corporate Image
 ID: is what organization communicates intentionally
 Image: Image is how its publics actually view it, An
image is a perception and exists only in the minds of
 ID>>>>>>>>Image
 To formulate an image, publics interpret ID in a wider
context with frames of reference
 Public Profile and Recognition
 Better Customer Relations
 Brand Support
 Better Visual Representation
 Financial Advantages
 Express Culture and Values
 Staff Motivation
 Support for Communication
Constructing Corporate Image
 Organizations can not construct a corporate image because
they can not control the content in which their
communication is received, interpreted and understood.
 Well-Managed Corporate Identity can go some way to
effecting a strategically important image.
Corporate Identity Mix
 Symbolism, Communication and Behavior
Key Concepts of Corporate Identity
 Determining Organization’s actual identity and Desired
 Audit the coherence between ID and Image
 Plan to adjust Corporate ID
Corporate Strategy
 Corporate Identity Mix is a part of achieving overall
organizational strategic objectives
 CI should be formulated in response to stakeholder needs
and views should not be pre-determined
 Using Cultural Codes and Associated Meaning
 Designers choose particular colors, shapes, typeface,
graphics to evoke particular emotional response and to
infer particular meanings
 Red Flag (Soviet Socialism)
 Red Rose (French Socialism)
The arrow points from A to Z
showing how the company sells
anything you'd ever want ... it also
doubles as a smile.
The V and the A in Sony's logo are
meant to represent an analog sound
wave, while the I and O stand for
binary digits, evoking the digital age.
With a clever use of negative space, the
Pittsburgh Zoo pays homage to wide
array of wildlife.
Known for its 31 flavors, the
company worked that element into its
B and R logo.
Types of Logos
 Monolithic: One Name, one Identity through out
 Endorsed: Parent company has different but prominent
identity and brands have different/ prominent identities
 Branded: Parent company has a less prominent logo,
brands are more prominent
Monolithic: DELL, HP,
Endorsed: Nestle
Branded: P & G (Gillette, Olay, Oral-B, Dura-Cell, Ariel, Head &
Shoulders, Pampers, Pentene, Wella, Vicks etc.
 P& G
Consistency in Context of
Communication and Behavior
 Principle of Consistency: Establishing consistent and
sustainable internal images among all employees so
positive cue can be communicated
 Organization should involve range of stakeholders in
determining core philosophy and values and clearly
communicate agreed goals
 How to bring consistency since different stakeholders
have different needs and expectations?
 CSPs-Common starting points
 Reliability
 Profit-Making
 Innovation
 Synergy
 Quality
 Organic Process of communicating organizational images
 CSPs work function as parameters/ Communication
 Don’t limit staff to static agreed perceptions
Sustainable Corporate Story
 Organization images should be consistent with CSPs
 Sustainable Corporate Story must have an effective
emotionally formulated
core stories
fundamental beliefs
Corporate Culture
 Corporate Culture-Johnson & Scholes’s Cultural Web
 Understanding Culture as part of Corporate Identity
 Paradigm in Center
 Stories
 Symbols
 Power Structure
 Organizational Structures
 Control Systems
 Rituals and Routines
 Corporate personality
is made up of organizations:
 History
 Culture
 Belief
 Values
 Realized through staff, structures, products and services
Example: GEO TV
 Vision: "live and let live“
 Human Resource: Diverse cultural backgrounds and
multi-ethnic origins add up to create a strong resource
base at GEO.
Researching Corporate ID
 Identifying Desired Corporate Identity
 Audit Existing Corporate Identity
 Communication and Behavior audit
Behavioral Survey
Job Satisfaction
Measuring effectiveness of internal policies
Organization’s impact on stakeholders
Communication climate: Communication style and content
Visual ID Audit
 Logo
 Designs
 Decors
 Factories
 Showrooms
 Brochures
 Advertising
 instructional manuals
Van Riel’s Model of CI
 Problem Analysis
 Current positioning
 Translation in to CI Mix
 External Image Research
 Competition Market Analysis
 Gap analysis
 Maintaining Current positioning
 Adjusting current positioning
 Determination of New Position

Corporate Identity and Image