A logo lies central in an organisation's visual identity system and it is a way of communicating fundamental aspects about the organisation, such as the organisation personality or the organisation's mission and vision. The logo, or corporate visual identity, could be seen as the organisation's visual shorthand that summarises these fundamental aspects. A design element such as colour can be an expressive tool in terms of visual identity. The use of a particular colour in the logo of an organisation conveys a specific message about that company's identity and personality through the meaning and symbolism that is attached to the colour. The corporate colour scheme of an organisation can also aid in communication without being displayed in context of the visual identity. The combination of both verbal communication such as text, and visual communication such as images, through a design element like colour, could provide an effective method of conveying information. The nature of this study is descriptive. It examined the role played by colour in an organisation's visual identity as a communication tool. The study followed a qualitative approach, making use of a literature study and a case study approach. In the literature study, the role of the graphic designer, the visual identity and a design element like colour in the context of corporate communication were examined. The sources of evidence used for the case study approach, were questionnaires, as well as a colour analysis of the corporate colour schemes of each of the selected case organisations as utilised in their visual identities. The research project attempted to determine the role of colour as communication, as well as the motivation behind the use of a particular colour, should such a motivation exist, and the communication intended behind each colour. The project also attempted to determine the target markets at which the communication is aimed; the research done by each of the case organisations regarding colour symbolism and the suitability of the colour regarding the target markets; and the importance attached to colour as a communication tool. These questions were investigated through the use of the questionnaires. The colour analysis was done to function as a control mechanism to, for example, determine whether the intended message behind colour correlated to the perceived message as determined by the colour analysis. The results from the questionnaires and colour analysis used in the study showed that colour does play an important role in the selected case organisation's visual identities. The results of the study also found, however, that regardless of how important colour was viewed as a method of communication by the respondents, certain factors exist which influence the effectiveness of colour as a communication tool. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2004.

This practicum sets out to address several challenges faced by a multinational corporation operating within a globalized marketplace through the reconsideration of its workplace design. The aim is to achieve a balance between cultural adaptation and standardized corporate identity in the design for the hypothetical multinational management consulting company, Torrent. The balance is perused in order to support Japanese and Canadian national-work-cultures, the two cultures on which the practicum is based, while creating a strong, consistent, and recognizable visual identity across its different subsidiaries. The practicum’s overall objective is to demonstrate how both of these themes can be achieved simultaneously in order to create a balance that benefits both the multinational company as well as its host country. The practicum’s outcome involves two design solutions developed for Torrent based on a single workplace, one responding to Japan’s national work culture, and the other to Canada’s. A standardized corporate identity is achieved through the communication of a consistent company identity in both workplace designs.

The purpose of this paper is to examine the role of logotypes within the visual identity and identify possible reasons that motivate companies to change their logo. This paper should also clarify how different parts of the visual identity affect each other and how they are interconnected. The thesis research question is formulated with the purpose in mind and has led to the following question: How can a logo change contribute to enhanced visual identity?   Since we wanted to obtain a better understanding of the chosen research area with help of interviews have we chosen a qualitative method for this thesis. During the process we have let the empirical material control the chosen theories. Our gathered theories are from secondary data and the empirical material has been collected from semi-structured interviews.  In order to obtain a wider range of our research topic, we have selected the interviewed respondents from different industries and areas of work. In our work process, we have analyzed and discussed the impact of a logo and how a logo change could impact on the visual identity. Our research showed that a single logo change would not necessarily have an impact on the visual identity but would improve with a combined match of the identities other components. During our process we also identified three main ingredients that a good logo should contain. Finally, we have developed a theory that shows how visual identity components are interconnected.

European Business School, Diss.--Oestrich-Winkel, 2005.

Zugl.: München, Techn. Univ., Diss., 2009

Zugl.: Braunschweig, Techn. Univ., Diss., 2009

Thesis (doctoral)--Rijksuniversiteit Groningen, 1994. / Includes bibliographical references (p. 171-183).

Studiens syfte är att empiriskt analysera detaljhandelsföretaget Kooperativa Förbundets förhållande till traditioner, företagsideal och marknadsföring under perioden 1977–1987. Mer precist kommer den interna tidningen Kooperatören att studeras med hjälp av de teoretiska begreppen corporate identity, corporate branding och history marketing. KF befann sig i slutet av 1970-talet i en besvärlig sits med en försämrad marknadsposition och en otydlig företagsidentitet. Den allmänna inställningen till konsumentupplysning och konsumtion hade sedan andra världskriget förändrats och medfört att KF befann sig på en marknad med nya krav och behov. Det innebar att KF:s gamla traditioner och ideal inte längre var lika aktuella och företaget ställdes inför en identitetskris. Hur såg den interna diskussionen ut gällande företagsidentiteten och vilka aktörer var drivande? Då krav på nyprofilering hängde över KF kan det, något förenklat, urskiljas två motstridande interna rörelser. Den ena ansåg att företaget och dess värderingar i sin ursprungsform behövdes på marknaden, bara det att konsumenterna var oförmögna att förstå det. Oro uttrycktes för att de kooperativa idealen skulle överges och man ville genom att återberätta företagets grundideal och historia bringa klarhet i vad KF stod för. Den andra rörelsen förespråkade en förändring av företagsformen för att kunna möta den nya marknadens behov. Delar av KF:s ideal och marknadsföringsrutiner skulle därmed moderniseras för att åter tilltala konsumenterna. Dessa röster hördes allt oftare under mitten av 80-talet, vilket bland annat resulterade i att mer kommersiellt inriktad marknadsföring infördes i företagets rutiner.

The particular purpose of my thesis was to analyze University of South Bohemia in České Budějovice?s marketing management. In my thesis I have focused on marketing communication and issues of corporate identity which belongs to fundamental components of public relations. After evaluation of instruments currently put to use and after benchmarking elaboration I can convey, however, University of South Bohemia falls behind other universities in many aspects particularly in modern trends. My thesis summarizes many deficiencies and areas which deserves more attention in the future. I believe the University is going to realize measures to improve its position. I also hope it will appreciate my comments and it will take my proposals into account which could catch up some of trends.

Esta pesquisa propõe uma investigação sobre as mudanças incorporadas, a partir da introdução do branding no escopo dos projetos de construção de identidade de marca, à metodologia dos projetos de construção de identidade visual corporativa dos principais escritórios de design brasileiros especializados neste segmento. O principal objetivo é compreender a contribuição e as mudanças causadas pelo branding - uma disciplina proveniente das escolas de administração e marketing - na metodologia de projetos de identidades visuais, uma vez que a maioria dos designers brasileiros teve sua formação pautada sob os princípios e conceitos da escola racionalista e funcionalista de design, em um pensamento muito mais voltado para o caráter visual e pragmático de uma marca do que para o estratégico e subjetivo. A partir de uma abordagem qualitativa, foram investigadas as trajetórias dos principais escritórios de design brasileiros especializados na criação de identidades visuais e a evolução da metodologia por eles empregada nos últimos 40 anos, em quatro estudos de caso, para observar se a inclusão do branding representou uma mudança de paradigma dos pontos de vista metodológico e mercadológico, para o campo do design em relação à prática anteriormente adotada nos projetos de identidade visual sem branding. A análise dos resultados dessa pesquisa pretende documentar um novo estado da arte no campo do design de identidades visuais e contribuir para ampliação do repertório conceitual do designer, disseminando novos conceitos e fundamentos teóricos sobre branding, que possam conduzir este profissional a uma atuação mais estratégica e especializada. Há, ainda, o intuito de enriquecer a bibliografia sobre as relações entre marca, identidade visual, identidade corporativa e branding na concepção, construção e gestão de marcas corporativas no campo do design gráfico. / This research proposes to investigate changes that were incorporated to the methodology of visual identity projects ever since branding was instituted as part of its scope in major Brazilian design studios specialized in this segment. The purpose is to understand how branding - a concept that originated from management and marketing - may have contributed and changed the methodology of projects of visual identity, considering that most Brazilian designers were taught according to principles and concepts of the rationalist and functionalist school of design, which was more committed to the visual and pragmatic features of the brand than to its strategic and subjective aspects. From a qualitative approach, this work examines the paths of major Brazilian design studios, specialized in visual identity projects, and presents four case studies about the evolution of their methods over the last 40 years. The intention is to understand if the incorporation of branding represented a paradigmatic shift to methodological and market perspectives in the field of design, compared to formely adopted practices in visual identity projects that did not include branding. The analysis of research results aims to document a new state of the art in the field of visual identity design, and to contribute to the expansion of the tþeoretical repertoire of the designer, disseminating new concepts and principles of branding that may lead such professional to a more strategic and specialized performance. Furthermore, this work intends add to the bibliography about relationships between brand, visual identity, corporate identity and branding under the conception, construction and management of corporate brands in the field of graphic design.