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History of graphic Design Corporate Identity and Visual Systems

A corporate identity can be defined as the overall firm, corporation or business image in the minds of diverse public, such as employees, customers or investors. It is important to note that just as individuals’ personality; corporate identity is the image with which a company can be identified. In this understanding the corporate identity in the company can be identified as the company values and group attributes that the company has in summery its personality. The company’s image or personality hat is being reflected is what makes it different and identifiable from the rest, while also helping to determine its relevance in the stated business world. Corporate identity is also the group of ideas, aspects, techniques and methods that a brand requires to be more easily noticeable. The main aspects that make up a company corporate identity communicational style include its message through its inserts, logo, business cards, envelops (Balmer, & Gray, p 257).

In a graphic contest the definition of visual systems can be described as the profession and art of arranging and selecting visual elements like images, typography and colors to mainly to be able to effectively pass a message to clients and audiences. Visual communications is also another common name for graphic design in this understanding it can be termed as a discipline that is collaborative I that the illustrators and photographers create images while the writers produce the words which the designer eventually incorporates into an effective complete visual message for the clients.

Even though the development of corporate identity occurred in the early periods of the 20th century, it started becoming a necessity for corporations in the 1960’s and 70s. The industrial revolution supported development of a new generation of corporations globally and with this came divergent ways of brand identity presentation for the corporations. Brand standards and logos for employees became a part of the daily life and through this they effectively managed to communicate to the public company details down to the minutest detail. Brands were constantly reinventing and constantly inventing their visual images to be able to be able to effectively adapt to a society that was focused on modern means of communication, new technological innovations, entertainment and travel. Only major corporations were known to place relevance to brand identity during the 60’s but through the gradual spread and development of graphic design it has gradually found a place in almost every field and business in modern society (Stuart, p 207).

Elements of corporate identity that corporate often consider should be understood to be a combination of behavior, designs, culture, communication and philosophy. Corporate organizations use these factors to create the main corporate identity, communications, merge strategies and culture within the organizations to present a memorable personality to both customers and prospects. Elements of corporate identity an also be looked at as being closely related to corporate philosophy in that they carry the business values and mission as well as the personality of the corporate which can be distinctively communicated through the corporate cultures image and philosophy. In corporations that have the elements of corporate identification have been well implemented the companies are usually more remembered, well perceived and is more easily recognized by their partners, customers and other independent observers. In addition the elemental benefits of the implementation are not only exhibited on the company services and products but also on its activities which go a long way in helping to differentiate it with other companies.

There are three main types of corporate identities this is according to Wally Olins a well known global leader in branding consultancy he states that the type of corporate identity implemented will influence the characteristic link that the given product will have to its brand and company. There is monolithic identity in which the entire corporation implements the use of a single visual style and in addition the consistency found between product and corporate identity is strong, since the corporation is directly reflected by the product. Another form of corporate identity is endorsing in which there are brands or subsidiary companies that have individual styles, but even with this the parent companies can still maintain their original recognition style at the background. In such cases the main relationship between the different brands and the corporation may be seen as a shared common factor that maintains the bonds between the different brands and keeps them together. Another corporate identity is the branded type in which the parent companies don’t get any recognition while the subsidiaries exhibit independent styles. In this type the brand represents the product identity rather than the occasional corporate identity. (Olins, p 12)

The state of corporate identity today can be understood through the understanding that the world has changed a lot since the late 20th century period. The subsequently the Social Web and the Internet altered how brands forever expressed what they stand for, who they are and why they mattered. The shift to individual from the initial organization has become the order of the day. Based on the velocity of change the always-on world effectively saw the establishment of a new value system that mostly revolves around change. The digital brands of the new age like, Google, Apple brands, Amazon, and eBay all embody characteristics of need for constant rapid change and constant disruptive innovation. This generation of digital brands has created its own culture, visual language and iconography from the digital universe and unshackled energy from which they are born in. With the new developments readiness and speed are the main factors used to embrace the new brands essence. Today designers that are creating product brand identities or a corporate are all effectively challenging the values established within the status quo of the 20th century and with this they concurrently create flexible, consumer-centric, multi-sensory experiences that help adapt to the brands need of expression. In a world that is increasingly being digitally connected, and rules are being reinvented constantly, the visual identities can no longer function as the basis for static physical markers. Instead the design vocabularies and visual identities have gradually evolved to effectively portray the new generation’s philosophies for the business leaders.

In a graphic contest the definition of visual systems can be described as the profession and art of arranging and selecting visual elements like images, typography and colors to mainly to be able to effectively pass a message to clients and audiences. Visual communications is also another common name for graphic design in this understanding it can be termed as a discipline that is collaborative I that the illustrators and photographers create images while the writers produce the words which the designer eventually incorporates into an effective complete visual message for the clients. Visual communications can sometimes also be know as graphic designs since it is a collaborative discipline in that it involves writers producing words and photographers and illustrators creating images that the designer incorporates into a complete visual message. Through a well established visual system standard for typography, logo, layouts, color, formats and imagery through which an effectively implemented visual system can have advantages like maintaining brand consistency, ability of making long-term brand investments, there can be a faster production of creative quality and it also effectively helps eliminate a reaction culture (Kiriakidou, & Millward, p, 49).

Connection between corporate identity and visual systems can be seen by how the corporate visual identity effectively help with the effective way an organization presents itself to both external and internal stakeholders. A corporate visual identity in general terms, expresses the ambitions and values of an organization, its characteristics and business. Some of the other connections are seen as mainly being aimed at the external stakeholders like they both provide an organization with recognizability and visibility. Secondly they both use their ability to symbolize the stakeholder’s external organization and through this they effectively contribute to the business reputation and image and through that they both play critical supportive roles in corporate reputations. They also have similarities with the way the organization structure identities express its values to the external stakeholders, through this they can outline its relationships, vision and coherence with other units or divisions. Another similarity between corporate identity and visual systems is in their internal corporate functions specifically within the specific departments they are working in and the organization as a whole in this respect it will still depend on the corporate visual strategy as initially implemented. In any way, they are both viewed as being critical for the employees and the corporate visual identity would probably be influential for the creation and establishment of identification. The Connection between corporate identity and visual systems is also evident within their management which often results in corporate visual identity and consistency in the management mix which include strategic cultural and structural aspects in addition the procedures, guidelines and tools can also be used to effectively summarize the structural aspects of corporate visual identity management.

Work cited

Balmer, J.M.T., & Gray, E.R. Corporate identity and corporate communications: creating a competitive advantage. Industrial and Commercial Training, 32 (7), (2000) pp. 256–262

Olins, W. Corporate identity: making business strategy visible through design. London: Thames & Hudson (1989).

Stuart, H, Towards a definitive model of the corporate identity management process, Corporate Communications: An International Journal, 4 (4), (1999) pp. 200–207.

Kiriakidou, O, & Millward, L.J.. Corporate identity: external reality or internal fit?, Corporate Communications: An International Journal, 5 (1),(2000) pp. 49–58.