Global corporate visual identity systems: using an extended marketing mix

Abstract

Designers have used Corporate Visual Identity Systems (CVIS) to widen the communications mix. Using name, symbol and/or logo, typography, colour and slogan, a CVIS helps transmit a company’s visual identity through fixed assets, such as buildings, vehicles and other business collateral. This wider view of business communications adds an eighth P, publications, to the seven Ps of service marketing: product, price, place, promotion, participants, physical evidence and process. Managerial literature suggests that firms who standardise their CVIS anticipate communications benefits beyond the usual marketing mix. A comparison of multinational companies with and without standardised CVIS supports this view.

Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

“…The literature on the subject suggests that color as an element of corporate visual identity (Melewar and Saunders, 2000;Van den Bosch et al, 2005) communicates the positioning of the firm. Color is a major cue for highlighting information and is effective in motivating individuals to react in certain ways.…”

Corporate Branding in Botswana: A Content Analysis of Visual Brand Elements

“…Corporate identity literature has without doubt made a profound contribution to the general understanding of firms' identity. Similarly, focus of the literature portrays the logo, name, slogan/tagline, and colour as the most commonly cited visual elements, as delineated in Table 1.The key visual elements identify and differentiate the firm in the market (van Riel & van den Ban, 2001;Melewar & Saunders, 2000). It is part of the firm's deeper corporate identity or an outer sign of the inward commitment.…”

“…At its best, CVI provides the graphic language and discipline for a clear, consistent projection of a firm's visual identity (Melewar & Saunders, 2000). Corporate identity literature has without doubt made a profound contribution to the general understanding of firms' identity.…”

“…Selected visual elements in corporate branding that have been commonly cited in previous studies (See, (Kotler, 2000)] as most of the world's greatest brands are corporate names (Melewar & Saunders, 2000). To achieve brand coherence, the brand concept must be viewed as context independent (de Chernatony, 2002), thus the concept of the corporate brand name is the same as the concept of the product or services brand.…”

Corporate Identity: Identifying Dominant Elements in CI Models

“…The edge needed to connect more with the consumers compared to the competition, with the appropriate corporate identity; organization's attain and maintain higher degree of relevance within the mind of the targets. According to Melewar & Saunders (2000) an organization's corporate identity is composed of four sub-constructs: communication and visual identity; behaviour; corporate culture; and market conditions. This sub-construct adopts a multidisciplinary approach to the analysis of corporate identity, uniting the psychological, graphic, marketing and public relations paradigms of corporate identity.…”