In dieser Bachelorarbeit wird der Zusammenhang zwischen den wissenschaftlichen Kompetenzen von Forschungsinstituten und der Gestaltung ihres Corporate Designs unter Einbeziehung der Corporate Identity untersucht. Es werden mögliche Zusammenhänge zwischen den von Forschungsinstituten der Druckindustrie in der Außendarstellung genutzten Farben und den Prozessstandardfarben des Druckprozesses CMYK geprüft. Weiterhin wird untersucht, wie viele und welche Farben in den Logos von wissenschaftlichen Instituten in Deutschland genutzt werden, was die Gründe dafür sein könnten und ob im Logo von Instituten gestalterisch Bezug auf die Forschungsinhalte genommen wird. Um diese Fragen zu beantworten wurden qualitative Inhaltsanalysen nach Mayring durchgeführt, bei der Ergebnisse quantitativer Forschung im Kontext betrachtet und systematisch interpretiert werden. Das Ergebnis zeigt, dass Forschungsinstitute meist eine oder zwei Farben in ihren Logos benutzen und dabei hauptsächlich auf Blautöne zurückgreifen. Ein mehrheitlicher Zusammenhang zwischen Forschungsinhalten und Elementen in Logos, sowie Zusammenhänge zu den Prozessstandardfarben des Druckprozesses CMYK konnten nicht festgestellt werden. Im praktischen Teil der Arbeit wurde auf Basis der vorangegangen Forschung ein Corporate Design für ein hochschulnahes Institut der Druck- und Verpackungsindustrie – das Institute for Printing, Processing and Packaging Leipzig – konzipiert.:EINLEITUNG A. Motivation / Relevanz der Arbeit B. Ziel der Arbeit C. Aufbau der Arbeit TEIL 1: FORSCHUNG 1.1. Klärung der zentralen Begriffe 1.1.1 Corporate Identity und Corporate Image 1.1.2 Corporate Design 1.1.3 Marke 1.1.4 Farbe, Farbmodelle und Farbräume 1.2. Case Studies und Analysen 1.2.1 Methodik 1.2.2 Analyse der Farbigkeit von Instituten der Druckbranche 1.2.3 Analyse der Farbigkeit von wissenschaftlichen Instituten 1.2.4 Untersuchung möglicher Zusammenhänge zwischen gestalterischen Elementen des Corporate Designs und Forschungsinhalten 1.3. Zusammenfassung der Ergebnisse mit Hinblick auf Praxisteil TEIL 2: PRAXIS 2.1 Ziel des Praxisteils 2.2 Vorgehen und Aufbau 2.3. Vorstellung des Instituts 2.3.1 Allgemeines, Einbettung in Hochschule 2.3.2 Dienstleitungen / Produkte 2.3.3 Analyse bisheriges Corporate Design 2.3.4 Wettbewerbsanalyse 2.4 Erstellung des neuen Corporate Designs 2.4.1 Genutzte Methodiken 2.4.1.1 Ergebnisse Umfrage zur Selbstwahrnehmung 2.4.1.2 Ergebnisse Interview zum Institut 2.4.1.3 Auswertung Markenworkshop 2.4.2 Neues Corporate Design 2.4.2.1 Gestalterische Annäherung an die HTWK 2.4.2.2 Logo 2.4.2.3 Auszüge aus dem Design-Manual 2.4.2.4 Weitere Kommunikationsmittel 2.5. Schlusswort ABBILDUNGSVERZEICHNIS LITERATURVERZEICHNIS ANHANG / This bachelor‘s thesis examines the relationship between the scientific expertise of research institutes and their corporate design based on a corporate identity. Possible correlations between the colours used by research institutes in the printing industry in their external presentation and the process colours of the CMYK printing process are examined. Furthermore, it is investigated how many and which colours are used in the logos of scientific institutes in Germany, what the reasons for this could be and whether reference is made to the research content in the design of the institutes‘ logos. In order to answer these questions, qualitative content analyses according to Mayring were carried out, in which the results of quantitative research are considered in context and systematically interpreted. The results show that research institutes mostly use one or two colours in their logos and mainly use shades of blue. A majority correlation between research content and elements in logos, as well as correlations with the process standard colours of the CMYK printing process, could not be established. In the practical part of the work, a corporate design was created for a university- affiliated institute in the printing and packaging industry - the Institute for Printing, Processing and Packaging Leipzig - based on the previous research.:EINLEITUNG A. Motivation / Relevanz der Arbeit B. Ziel der Arbeit C. Aufbau der Arbeit TEIL 1: FORSCHUNG 1.1. Klärung der zentralen Begriffe 1.1.1 Corporate Identity und Corporate Image 1.1.2 Corporate Design 1.1.3 Marke 1.1.4 Farbe, Farbmodelle und Farbräume 1.2. Case Studies und Analysen 1.2.1 Methodik 1.2.2 Analyse der Farbigkeit von Instituten der Druckbranche 1.2.3 Analyse der Farbigkeit von wissenschaftlichen Instituten 1.2.4 Untersuchung möglicher Zusammenhänge zwischen gestalterischen Elementen des Corporate Designs und Forschungsinhalten 1.3. Zusammenfassung der Ergebnisse mit Hinblick auf Praxisteil TEIL 2: PRAXIS 2.1 Ziel des Praxisteils 2.2 Vorgehen und Aufbau 2.3. Vorstellung des Instituts 2.3.1 Allgemeines, Einbettung in Hochschule 2.3.2 Dienstleitungen / Produkte 2.3.3 Analyse bisheriges Corporate Design 2.3.4 Wettbewerbsanalyse 2.4 Erstellung des neuen Corporate Designs 2.4.1 Genutzte Methodiken 2.4.1.1 Ergebnisse Umfrage zur Selbstwahrnehmung 2.4.1.2 Ergebnisse Interview zum Institut 2.4.1.3 Auswertung Markenworkshop 2.4.2 Neues Corporate Design 2.4.2.1 Gestalterische Annäherung an die HTWK 2.4.2.2 Logo 2.4.2.3 Auszüge aus dem Design-Manual 2.4.2.4 Weitere Kommunikationsmittel 2.5. Schlusswort ABBILDUNGSVERZEICHNIS LITERATURVERZEICHNIS ANHANG

Linnaeus University was created January first, 2010 and set step in to a market where the competition between universities is increasing. It’s in fact increasing to a degree where universities might be forced to shut down as a result of the competition. As the competition is growing, schools marketing efforts is getting more professional. Many universities now have a well thought out strategy for attracting students and to get a competitive advantage. In order to accomplish this it’s essential for organizations to acquire and retain some uniqueness that cannot be imitated by competitors and in the last two decades there has been an increasing attention paid to corporate identity management as a source of competitive advantage. Most researchers perceive corporate identity as an organization´s presentation of itself to its various stakeholders and the way it distinguishes itself from similar and/or competitive organizations.Using a qualitative research method we studied the case of Linnaeus University. The purpose of this research was to study how Linnaeus University is using their corporate identity in their communication against students and employers. After analyzing the results of our empirical study and reflecting on the theoretical framework we concluded that Linnaeus University places great emphasis in their identity, that it is of great importance to them and that they have put a lot of effort in their corporate identity and how they mediate it in their communication. They have a clear picture of they see the university and how they want to communicate the identity, the basis for this is clarity and a strong internal communication strategy. In accordance with the theoretical framework Linnaeus University has a good corporate identity management and the university is so far a success.We believe that there is further research that should be carried out in the field of corporate identity and image in the world of academics. More qualitative as well as quantitative empirical research would be interesting, especially to use a comparative research design investigating both several universities and potential students.

Universiẗat, Mag.-Arb.--Bonn, 2006.

Large multi-national corporations experience more and more pressure to maintain good relationships with their stakeholders, including employees. Concurrent with this, the focus of Corporate Communication management has shifted from pure communication management to relationship management. Lonmin Platinum, a mining company within the South African mining and minerals sector is no exception in this regard. In fact, due to the apartheid legacy and government regulations that are aimed at safety and equity, it is especially difficult to manage employee relationships in the mining industry. Apart from historical and environmental factors, Lonmin Platinum's task is further complicated by its diverse work-force. At the time of the study the work-force of approximately 20 000 employees consisted of literate, semiliterate and illiterate employees. In addition, the company comprised five business units, each with their own corporate identity. In order to manage relationships effectively, a company needs to understand the nature and quality of its relationships as well as which factors might influence its stakeholder relationships. Studies have already indicated that a company's corporate identity can contribute to the stakeholders' images of the company. Over time, the image impacts on the company's reputation and consequently on the stakeholders' relationships with the company. In the case of a company such as Lonmin Platinum, with an endorsed corporate identity, it can be expected that corporate identity will also play a role in the nature and quality of relationships, including employee relationships. Previous studies have investigated the link between corporate identity and relationships focussing on communication, and on behaviour elements of identity. Up until now, no examples of research of the possible influence of symbolic corporate identity elements on relationships in the South African mining industry could be traced. Against this background, the following research question was asked: What is the relationship between employees' perceptions of symbolic corporate identity elements and employer-employee relationships at Lonmin Platinum? Semi-structured interviews, focus group interviews and quantitative questionnaires were applied as data collection methods. The results confirmed that Lonmin Platinum did not have a good relationship with its employees in general. The lack of trust was seen as one of the most apparent problems. It also seemed that the employees did not understand the company's endorsed corporate identity. They, for example, did not understand the company structure and identified themselves more with the symbolic corporate identity of their respective business units than with the company itself. With regard to the correlation between symbolic corporate identity and relationships, this study indicated a relationship between employees' perceptions of how effective the company reached it objectives and the quality of its employee relationships. Company objectives, such as a safe working environment, a healthy working environment, socioeconomic empowerment and accountability, as well as a company that unites its workforce and creates a family feeling amongst the employees impacted most on employee relationships. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2008.

Baigiamojo darbo „Įmonės įvaizdžio keitimas remiantis vizualiniu identitetu“ pagrindinis tikslas – remiantis įmonės įvaizdžio ir vizualinio identiteto tarpusavio santykiu, atskleisti galimybę keičiant įmonės vizualinį identitetą pakeisti susiformavusį įmonės ��vaizdį ir, atlikus marketingo tyrimą, pritaikyti šią idėją realybėje. Teorinėje darbo dalyje pateikiamos įmonės įvaizdžio ir įmonės identiteto sąvokos, jos analizuojamos ir nustatomas jų tarpusavio ryšys. Plačiau aiškinamasi, kokie elementai sudaro vizualinį įmonės identitetą ir kaip keičiant susiformavusį įmonės vizualinį identitetą, galima pakeisti įmonės įvaizdį. Siekiant teorines žinias pritaikyti praktikoje, pasirenkama konkreti �����monės ir atliekamas marketingo tyrimas, renkant duomenis anketos pagalba. Tyrimo rezultatai parodo, kad vartotojų netenkina kai kurie įmonės vizualinio identiteto elementai, todėl nusprendžiama juos keisti. Taip pat atliekama įmonės vizualinio identiteto elementų panaudojimo analizė, kurios metu atskleidžiama neišnaudota vizualinio identiteto element�� panaudojimo galimybė. Siekiant tyrimų duomenis panaudoti praktikoje, parengiamas įmonės įvaizdžio keitimo vizualiniu aspektu projektas. Projektas rengiamas MS Project programos pagalba, nustatant reikiamus atlikti darbus, projekto išteklius, kaštus, laiko gaires, formuojant projekto komandą, pateikiant projekto biudžetą. / The main purpose of the diploma paper “Corporate image changing with reference to visual identity” is to show up, in accordance with corporate image and visual identity correlation, an opportunity of making a change in company’s corporate image by changing its visual identity and to use this idea in reality, making a marketing research. In the first part of diploma paper there are presented concepts of corporate image and visual identity, analyzing them and finding relationship between them. A greater attention is given to the concept of visual identity and its elements, finding out, how it is possible to change corporate image by changing company’s visual identity. With a purpose to use theoretical knowledge in practice, the certain company is chosen, and a marketing research is made, using a questionnaire. The results of this research showed, that consumers are dissatisfied with some of company’s visual identity elements. There was decided to change these elements. Also there was made an analysis of the ways of using visual identity elements, finding not used opportunity of using visual identity elements. Collected data were used to make a project of changing company’s corporate image by visual aspect. Project was made using MS Project program, identifying works to do, the resources, the costs of project, forming a command of project and making a project budget.

Large multi-national corporations experience more and more pressure to maintain good relationships with their stakeholders, including employees. Concurrent with this, the focus of Corporate Communication management has shifted from pure communication management to relationship management. Lonmin Platinum, a mining company within the South African mining and minerals sector is no exception in this regard. In fact, due to the apartheid legacy and government regulations that are aimed at safety and equity, it is especially difficult to manage employee relationships in the mining industry. Apart from historical and environmental factors, Lonmin Platinum's task is further complicated by its diverse work-force. At the time of the study the work-force of approximately 20 000 employees consisted of literate, semiliterate and illiterate employees. In addition, the company comprised five business units, each with their own corporate identity. In order to manage relationships effectively, a company needs to understand the nature and quality of its relationships as well as which factors might influence its stakeholder relationships. Studies have already indicated that a company's corporate identity can contribute to the stakeholders' images of the company. Over time, the image impacts on the company's reputation and consequently on the stakeholders' relationships with the company. In the case of a company such as Lonmin Platinum, with an endorsed corporate identity, it can be expected that corporate identity will also play a role in the nature and quality of relationships, including employee relationships. Previous studies have investigated the link between corporate identity and relationships focussing on communication, and on behaviour elements of identity. Up until now, no examples of research of the possible influence of symbolic corporate identity elements on relationships in the South African mining industry could be traced. Against this background, the following research question was asked: What is the relationship between employees' perceptions of symbolic corporate identity elements and employer-employee relationships at Lonmin Platinum? Semi-structured interviews, focus group interviews and quantitative questionnaires were applied as data collection methods. The results confirmed that Lonmin Platinum did not have a good relationship with its employees in general. The lack of trust was seen as one of the most apparent problems. It also seemed that the employees did not understand the company's endorsed corporate identity. They, for example, did not understand the company structure and identified themselves more with the symbolic corporate identity of their respective business units than with the company itself. With regard to the correlation between symbolic corporate identity and relationships, this study indicated a relationship between employees' perceptions of how effective the company reached it objectives and the quality of its employee relationships. Company objectives, such as a safe working environment, a healthy working environment, socioeconomic empowerment and accountability, as well as a company that unites its workforce and creates a family feeling amongst the employees impacted most on employee relationships. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2008.

This is an unconventional study, which addresses the thematic field and the esoteric nature and essence of Corporate Identity. The thesis concentrates in the understanding of Corporate Identity aiming towards an holistic explanation of the concept appropriate for practical multidisciplinary use. It proposes a systematic methodology and establishes a design practitioner perspective, which aims at reliable co-ordination and control of Corporate Identity operations. The methodology to structure the literature A Strategic methodology of questions was developed to operate as a research methodology, which explored Corporate Identity, by revealing the “Form” of its concepts, its connections and its anomalies, as they occur extensively in the published and public domain. The review of published literature was carried out through a discussion process of published material subjected to diagnostic questions; through which the Terminology, Functional concepts, Methodologies are reported to influence Corporate Identity; contributing to the understanding of Corporate Identity’s Form and to further clarifying research issues. Literature review, was subjected to discussion, provisional observations and conclusions and is presented into 8 chapters. The Strategic Enquiry continued and extended on discussing Corporate Identity Field Examples, to interrogate real life experience material, to reveal an extended understanding of overt and covert issues of Corporate Identity’s Form, and to focus research planning accordingly. This process contributed into bringing together clusters of relevant information, gleaned from a rather fragmented published literature, thus forming a more holistic and broader understanding of the concept. However, from this holistic picture it was observed that certain essential texts are missing. Hence a further information literature search, was carried out which reported on texts which are not sufficiently or at all covered in specialised Corporate Identity literature but were regognised by this researcher as essential for a meaningful development of this thesis. The most important information brought into the context of Corporate Identity, at this stage, was a well established tool applicable to complex design projects, which was considered to be useful towards a more effective and holistic Corporate Identity control. The Field work This systematic approach and treatment of the published material contributed to an holistic understanding of the nature, scope, importance, complexity and topicality, of the subject; and lead to a diagnostic understanding of important problems that continually challenge the field. This was achieved through the research design of the thesis, which incorporated the inferences and observations of the Strategic Enquiry and the tried and tested systems design model for the organisation of complex design projects was used as a reference datum to inform the compilation of the questions of a semistructured interview. The Field study explored how Corporate Identity processes were holistically carried out in a Big UK financial institution specifically looking for practice discontinuities and deviations in the procedures. A diagnostic tool appropriate to investigate Corporate Identity operations was created as a result. The interview material was also subjected to content analysis to explore whether the thesis’ inferences and deductions could d also be grounded in practice. The thesis was then evaluated by relating the thesis material, to the thesis objectives, highlighting the outcomes and limitations employing SWOT analysis. As an epilogue to this thesis, within resources available this study appears to have contributed a substantial insight to the Form and operations of Corporate Identity. It also identified the opportunity for more valuable research, to be carried out.

<p>To stand out in today’s fierce competition companies need to evolve their competitive skills. Many organizations have come to realize that it is not enough to only include individual products in the offering but one has to sell the whole company. It is then required to work with the corporate identity and express ones story when promoting oneself. For the corporate identity to be successful it is critical that it is based on knowledge about the target group’s identity and an understanding of what the target group values. This thesis focuses on the part of communication of the story that is done via visual expressions and employee behavior. To connect our different areas of research we have developed a model which is presented at the end of the theoretical chapter. The model points out the importance of that corporate identity is based on both customer identity and internal elements such as the employees. It also shows that corporate image is influenced by external influences such as customer involvement and customer-to-customer interaction.</p><p>To develop the understanding of how companies in the experience industry can use storytelling and how the customer perceives it, we have made two case studies, one at Såstaholm Hotell & Konferens and the other one at Stenungsbadens Yacht Club. Interviews were made with the employees to learn about the intended corporate identity and customer questionnaires were collected to learn about the image.</p><p>The results have lead us to the following conclusions; storytelling is a useful way to express corporate identity, required that there is emotional engagement and that it permeates all parts of the organization. Visual expressions are mainly a way to communicate a theme, while employees are needed to communicate a full story. Finally we have came to the conclusion that a more suitable term for this kind of communication is story enacting.</p><p>Key words: Storytelling, corporate identity, image and experience industry.</p>

Corporate sound as a company-controlled element of corporate identity management has been widely ignored in corporate identity and corporate image literature so far. Moreover, established corporate identity models show some visual dominance that has inhibited the integration of other sensory elements such as the auditory dimension. This thesis advances current knowledge in the corporate identity, corporate image and corporate communication domain by investigating the construct of auditory identity from a corporate perspective. In detail, the study investigates factors that determine the management of auditory identity as well as consequences of corporate auditory identity management (CAIM) as perceived by managers. A triangulated research approach was employed by using qualitative data from interviews with managers and consultants from UK companies as well as quantitative data from questionnaires completed by managers from UK companies in the media, information and communication as well as the banking and finance industry. While qualitative data initially was used to gain deeper understanding of the underresearched auditory topic, quantitative data was statistically examined using EFA and PLS-SEM to test the structural model. Findings suggest, inter alia, that the definition of corporate auditory identity provided in this research is widely supported by qualitative data. Moreover, quantitate data indicates that the support of the CEO is a key factor for the successful implementation of an auditory identity programme. Furthermore, all ten consequences of corporate auditory identity management such as gaining differentiation, improving corporate image, supporting consistent corporate communication and increasing recognisability just to name few are widely supported by qualitative as well as quantitative data. This thesis advances corporate identity, corporate image and communication literature in many ways. Mainly, it provides a valid definition of the new construct of auditory identity as well as scales for measuring corporate auditory identity management on which researchers can build in the future. Based on the identified potential of corporate sound academics are encouraged to overcome the visual dominance by incorporating auditory identity into future concepts, frameworks and models. Moreover, managers can benefit from this research and the provided definition of auditory identity in particular as it reduces the uncertainty about the auditory domain and suggests a more holistic view of corporate identity management. Additionally, this study provides managers with a deeper understanding of the potential of corporate sound by testing a set of consequences of auditory identity management. Consequently, managers are advised to employ a more strategic management of sonic elements and applications in the future. To sum up, this research is one of the first that investigates the management of sound from a corporate perspective and the researcher strongly believes that it constitutes a foundation that facilitates a variety of avenues for research.

The purpose of this thesis is to explain this evolution of Mobil's corporate identity, and to determine the effect of the 1911 dissolution decree on it.