Corporate visual identity : Case study: changing visual identity
Nykänen, Heidi (2013)
Nykänen, Heidi
Savonia-ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013061314104
https://urn.fi/URN:NBN:fi:amk-2013061314104
Tiivistelmä
Every company has an identity, which distinguishes it from others. Corporate identity has today an important role in customers’ decision making process, because they do not only buy the product, but they also buy the company with it. Corporate visual identity is the outer side of identity. The main elements of visual identity are name, logo/symbol, colour, typography and slogan. A well designed corporate visual identity represents the company’s identity and business idea.
The aim of this study was to evaluate the factors that companies need to consider when they are creating their visual identities. Furthermore the objective of this thesis was to analyze the reasons why companies choose to change their visual identities. Several cases were analyzed. The study was conducted by gathering information from secondary sources, like professional literature, articles and internet sources.
The study showed that visual elements communicate in multiple levels and therefore the elements of visual identity should be carefully chosen. Interpretation of visual objects is never straight forward, because people react to them both consciously and unconsciously.
The reasons why visual identity changes are conducted are multiple. Changed visual identity is often a sign of changes that have happened inside the company like changes in the company strategy. Visual identity can also be used as one tool in unifying a company; a common visual look makes it easier for customers to recognize the company and also for personnel to identify themselves with the company’s identity. Visual identity should always derive from company strategy and support company’s objectives or otherwise it can seem artificial and customers will not accept it. The role of good design work should also not be underestimated.
The aim of this study was to evaluate the factors that companies need to consider when they are creating their visual identities. Furthermore the objective of this thesis was to analyze the reasons why companies choose to change their visual identities. Several cases were analyzed. The study was conducted by gathering information from secondary sources, like professional literature, articles and internet sources.
The study showed that visual elements communicate in multiple levels and therefore the elements of visual identity should be carefully chosen. Interpretation of visual objects is never straight forward, because people react to them both consciously and unconsciously.
The reasons why visual identity changes are conducted are multiple. Changed visual identity is often a sign of changes that have happened inside the company like changes in the company strategy. Visual identity can also be used as one tool in unifying a company; a common visual look makes it easier for customers to recognize the company and also for personnel to identify themselves with the company’s identity. Visual identity should always derive from company strategy and support company’s objectives or otherwise it can seem artificial and customers will not accept it. The role of good design work should also not be underestimated.