Studien visar att Hemtex visuella identitet kommunicerar det nya varumärket på ett sätt som motsvarar den ambition Hemtex satt upp. Då Hemtex har genomgått en revolutionär förändring av sitt varumärke tenderar det dock att påverka uppfattningen av den visuella identiteten. Detta innebär i sin tur att det har uppstått ett glapp mellan Hemtex identitet och image. / The study shows that Hemtex visual identity is communicating the brand in a way that satisfies Hemtex’s ambition. Since Hemtex has gone through a revolutionary rebraning of the brand it tend affect the understanding of the visual identity which show a gap between the brand identity and the image.

Föreliggande studie syftar till att genom en visuell innehållsanalys kartlägga gemensamma drag i 120 universitetslogotypers visuella utformning, samt undersöka samband mellan dessa karaktärsdrag och universitetens internationella rankningsposition.Med utgångspunkt från topprankningslistan Times Higher Education World University Rankings med 400 internationella universitet, indelade i fyra grupper i intervaller om 100 (d.v.s. rankningsposition 1–100, 101–200 etc.), valdes 30 universitet ut per grupp genom ett obundet slumpmässigt urval. Logotyperna för universiteten inhämtades främst från deras grafiska manualer.I studien presenteras förekomsten av generella drag med avseende på färg, typografi, typologi, detaljrikedom samt innehåll och form. Resultatet visade på tydliga gemensamma drag med i regel en till två dominerande karaktärsdrag per kategori. Resultaten tyder dock inte på att universitetens rakningsposition påverkar den visuella utformningen. / This study was initiated to identify common or general themes apparent among university logotypes and the correlation between these and the respective global ranking of the university.This visual content analysis was conducted across a sample of 120 university logotypes drawn from the top 400 list of Times higher education world university rankings. Thirty universities were chosen at random from each of the four groups of 100, according to rank (i.e. 1–100, 101–200 etc.).In particular in this study the categories compared were: colour, typography, typology, detail level and content/shape. The findings showed that there were strong themes present across all the universities generally. In most cases for each category of comparison, one or two dominant characteristics took form. It was concluded however that these themes did not correlate with the ranking level of the university.

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.

Darbo tikslas – sukurti vizualinio identiteto elementų, įtakojančių prekės ženklo atpažįstamumą, naudojimo modelį. Pirmoje dalyje pristatomos įvairių autorių prekės ženklo identiteto, vizualinio identiteto ir jo elementų sampratos. Pagrindžiamas kiekvieno elemento vaidmuo vizualiniame identitete ir jo svarba prekės ženklo atpažinimui. Antroje dalyje pateikiami turinio analizės, tikslinės grupės diskusijos ir eksperimentinio tyrimo rezultatai. Remiantis antroje dalyje gautais rezultatais, projektinėje dalyje pateikiamas vizualinio identiteto elementų, įtakojančių prekės ženklo atpažįstamumą, naudojimo modelis. / The aim of the paper is to create usage pattern of visual identity elements, which influence brand recognition. The first part introduces conceptions of the brand identity, visual identity and it`s elements by various authors. Paper contains justification of each element role in the visual identity and it`s importance for a brand recognition. The second part presents the content analysis, discussions of the focus group and the experimental research results. According to the second part results, the designed part contains usage pattern of visual identity elements which influence recognition of the brand.

Purpose: This paper aims to examine the association between two market environment factors (industry and nature of market) during the usage of the slogan as part of the corporate visual identity (CVI) of a multinational firm in the domestic market and adjustments of the slogan when firms enter a foreign market. Moreover, this thesis tries to broaden the knowledge about the slogan as an extrinsic brand of origin (BO) cue (in terms of the language). Methodology & Approach: Applying a deductive approach, a mixed method research has been chosen as research strategy, combining methods of both quantitative (content analysis via websites, N=329) and qualitative (semi-structured interviews, N=3) research strategies. Findings: Less than half of the observed sample (42.6%) uses a slogan as a tool for marketing and branding. The industry is significantly associated with the decision whether a company should use a slogan in their CVI. Furthermore, the factors industry and the market (B2B or B2C) are significantly associated with the decision of a slogan adjustment when firms internationalize. Besides that, the concept of country of origin (COO) does not play a significant role in the context of a slogan strategy as many firms mainly adjust the slogan to the foreign language when entering the foreign market. Qualitative interviews revealed that the COO concept depends on the country image and the industry. Moreover, a great share of English slogans in the primal state was found during the content analysis, which have been identified as more unlikely to be adjusted in foreign markets. Research limitations: The amount of the investigated companies as well as taking only one foreign market for each of the companies into consideration limited the sample. Moreover this observation was taken at a present point in time, neglecting possible causes and developments over time. Managerial implications: The findings demonstrated that it is crucial for managers in the context of the slogan to consider the market environments (i.e. industry, nature of market) when they enter a foreign market and when they create one in the domestic market. English slogans might be able to be transferred unchanged to the foreign market. In essence, some industries could trigger benefits by showing their origins in the slogan via their native language. Originality/value: As one of the first papers, the concept of CVI and COO has been combined, focusing on the slogan as an extrinsic cue for customers. Analyzing global companies (N=329) and conducting 3 in-depth interviews as a follow-up, several factors as associations to the usage of slogans and possible adjustments when entering a foreign market have been investigated.

Purpose: The purpose of this study is to analyze how major transnational firms adjust their corporate visual identity (CVI) when entering foreign markets and to determine whether there is a relationship between firmand market-level factors and CVI adjustments as well as an impact on a company’s performance. Methodology/approach: A deductive approach was applied utilizing triangulation with quantitative research through a content analysis of websites of transnational firms (n=329) and qualitative research through semi-structured interviews with six firms. Findings: Out of all observed companies, 46.2% adjusted at least one element of their CVI when entering a foreign market, with most changes being incremental and the slogan being adjusted most often. The greater the international experience of a firm, the less likely are CVI adjustments. Out of the qualitative analysis, a major impact of global branding strategies arose, which often sets strict guidelines for local managers. There are positive relationships to the industries of food processing and restaurants and a negative relationship to the industry of automotive & truck manufacturers. Whether B2B or B2C markets are targeted is, however, not significant. The firm’s performance is not affected by CVI adjustments as no significant relationship has been found. Managerial implications: Managers cannot follow one general conclusion with regards to CVI adjustments found within literature, they should rather take the individual firm- and market-level factors of their business environment into account and use this study as well as additional scientific evidence as the starting point for their own decision-making process. Research limitations/implications: Limitations include the number of items and the convenience sample, as well as the limitation to only one foreign market per company for the analysis. The empirical data represents a certain point in time and does not reflect any developments that may have occurred over time. Further research may include a statistical analysis of the factor of global brand strategy and an investigation on how CVI adjustments and with it a firm’s performance change over time. In addition, a follow-up study could take into account all foreign markets a multinational firm operates in. Originality/value: This paper is one of the first to analyze adjustments of CVI elements and theirrelationships with firm- and market-level industries on a global scale, not limited to few companies or countries. Thus more general conclusions can be drawn.

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.

Sedan fotbollens början 1863 har sporten idag vuxit till en mångmiljardindustri. Detta innebär att klubbarna framställs mer som företag där den visuella identiteten är en viktig faktor när det kommer till marknadsföring. Syftet med denna studie är att jämföra 98 europeiska fotbollsklubbars logotyper från fem olika ligor för att hitta samband och skillnader i utformningen mellan länder och ligor. Resultatet sammanfattades i form av generiska logotyper för respektive liga. De 98 klubbarna hämtades ur de fem europeiska ligor som 2014 hade störst tv-intäkter. Logotyperna samlades in genom bildsökningar via Google. Logotyperna sorterades efter respektive liga och överskådades för att definiera lämpliga kategorier för en visuell innehållsanalys. Den visuella innehållsanalysen visade att ligorna skiljer sig något vad beträffar logotypernas utformning, men att de har vissa gemensamma grundläggande drag. / Since the beginning of football in 1863 the sport today has grown into a multimillion dollar industry. This means that clubs today are seen as corporations where the visual identity is a major factor when it comes to marketing. The purpose of this study is to compare 98 European football clubs logos from five different leagues to find correlations and differences in design between countries and leagues. The results were summarized in the form of generic logos for each league. The 98 clubs were extracted from the five European leagues, which in 2014 had the largest TV revenues. The logos were collected through image searches using Google and then sorted for each league. The logos were sorted for each league and then beheld to define appropriate categories for a visual content analysis. The visual content analysis showed that the leagues are somewhat different as regards to the design of the logos, but they have some common basic features.

Föreliggande undersökning är ett exempel på hur visuella identiteter för musikband kan skapas. Musikbandet Marigold användes som exempel. Uppsatsen grundar sig i ett problem: Bandmedlemmarna upplever att deras nuvarande identitet inte längre stämmer överens med hur de själva vill uppfattas rent visuellt och har inte utvecklats i takt med deras musik, budskap och värdeord. Syftet med studien blev då att sammanställa ett grafiskt uttryck samt ett antal artefakter som överensstämmer med ovannämnda faktorer. Målet med det grafiska uttrycket samt artefakterna är att de ska utgöra grunden för Marigolds nya visuella identitet och effektivare kommunicera med målgruppen. Undersökningen följer en design-baserad forskningsstrategi där olika metoder har valts för att lösa forskningsproblemet. Föreliggande undersökning har använts sig av visuella analyser (på Marigold och andra musikband, gruppintervjuer (med Marigold) och fokusgrupp (med målgruppen). De olika metoderna gav underlag till framtagningen av det grafiska uttrycket och de olika artefakterna som sedan skulle lösa forskningsproblemet. Från undersökningen har det fastställts att visuella element som logotyp, typsnitt, färger, bildmanér (för still- och rörligbild) var viktiga element i musikbandets grafiska uttryck. Artefakter som togs fram var: 1 albumomslag, 3 singelomslag, bildmanér till still- och rörligbild, pressbilder, annonser på sociala medier samt designförslag på webbsida. De olika artefakterna valdes och utvecklades dels utifrån vad musikbandet själva efterfrågade, dels utifrån insamlad kunskap om andra aktörer i musikbranschen samt målgruppens attityder och åsikter. Hur en visuell identitet skall konstrueras beror på det enskilda fallets behov och problem. I Marigolds fall var det viktigt att skapa ett enhetligt grafiskt uttryck som stämmer överens med musikbandets musik, budskap och värdeord och att kommunicera till den tilltänkta målgruppen. / The present research is an example of how a visual identity can be created for music bands. The research was conducted using the band Marigold as an example. The following research is based on a problem: The band members believe that their current visual identity does not align with how they perceive themselves visually and has not evolved at the same rate as their music, message and values. The purpose of the research was then to create a graphic expression and several artifacts that correspond to the elements stated above. The aim of the graphic expression and artifacts is to form the basis for Marigold's new visual identity and to more efficiently communicate with their target audience. The research follows a design-based research strategy where different methods have been chosen to solve the research problem. The following methods were used: visual analysis (Marigold and other bands), group interviews (with Marigold) and a focus group (with the intended audience). The different methods provided the basis for the development of the graphic/visual expression and the different artifacts that would then solve the research problem. From the research, it has been established that visual elements such as logo, fonts, colors, “image style” (for moving and still images) were important elements of the band's graphic expression. Artefacts created where, 1 album cover, 3 single covers, “image style for still- and motion pictures, press photos, ads for social media and design proposition for a website. The different artifacts were chosen and developed based on what the band themselves asked for, on collected knowledge of how other actors in the music industry look and the audience's attitudes and opinions. How a visual identity should be constructed depends on the needs and problems of the individual case. In Marigold’s case it was important to create a unified expression that aligns with their music, messages, values, and communicates this to the intended audience, as was the goal of this research.

I dagens medievardag blir rörlig bild allt mer vanligt. Fler satsar på att använda video och för de som producerar film blir det därför alltmer viktigt att kunna särskilja sig från sina konkurrenter med en visuell identitet. Föreliggande rapport har utförts i samarbete med Rockmotion Film HB, ett bolag som producerar filmer främst till kunder inom musik och nöjesverksamhet. Sedan starten har Rockmotion Film saknat en komplett visuell identitet vilket är nödvändigt för att upplevas som seriösa. Syftet med studien har varit att skapa en ny visuell identitet och redesigna befintlig logotyp baserat på Rockmotion Films kärnvärden och vision. Studien inleddes med en semistrukturerad intervju med vår samarbetspartner för att ta reda på nödvändig information om företaget. Vidare gjordes en visuell innehållsanalys för att få en uppfattning om konkurrenternas visuella identiteter. Genom enkätundersökningar och fokusgrupp har framtaget material testats för att få fram ett slutgiltigt förslag. Resultatet av detta examenarbete är en enkel och tilltalande visuell identitet som överensstämmer med de framtagna kärnvärdena, personligt, ungdomligt och professionalitet samt vår samarbetspartners vision kring den visuella identiteten. / The use of moving pictures has become far more common. Since more people use moving pictures it has become more important for film producers to distinguish themselves from their competitors with a visual identity. This study has been conducted in collaboration with Rockmotion Film HB, a company specialized in making videos for music and entertainment businesses. Since the beginning Rockmotion Film have been missing a complete visual identity which for a company is necessary to be seen as serious. The purpose with this study was to create a new visual identity and redesign the existing logotype based on Rockmotion Film’s core values and vision. The study began with a semi-structured interview with the company to gather necessary information about the company. In addition, a visual content analysis was made to gain perception of the competitors' visual identities. Through surveys and a focus group, the produced material has been tested to obtain a final suggestion. The result of this thesis is a simple and catching visual identity that complies with the core values, personal, youthful and professional as well as the client's vision of the visual identity.