cohesive cvi brazil 2012
TRANSCRIPT
Strategies for a Cohesive
Visual Identity
Dr. Belio A. Martinez, Jr.
Welcome!!
Bem-
Vindos!!
A little about me…
Born in Puerto Rico, raised as a Dominican, and lived in NYC most of my life
I’m addicted to music, communication research, dance, reading, and people
My degrees include a BA in Cultural Studies, MA in Com Theory and a PhD in
Mass Com and Philosophy
Professional experience include: public opinion, academic research, media
relations, music producer, singer-songwriter, community leader, minister, and
educator
I have worked in the U.S., Caribbean, Brazil, Saudi Arabia, Netherlands, Mexico
and Germany
Raised Catholic, but I embrace an eclectic faith influenced by Buddhism,
Christianity, Philosophy and Muslim principles
My dream is to live a long, healthy and spiritual life filled with useful research,
mentoring, and music.
Objectives
0 A shared definition of Corporate Visual Identity CVI
0 Understand the relationship between visual image and visual identity
0 Link CVI elements to the mission, goals, and culture
0 Explore cultural and geographic challenges to CVI
0 Identify key elements of a CVI
0 Learn strategies for consistent use of CVI
0 Acquire a nomenclature that facilitates creative talk, work and play
Not so quickly…
General Principles
0 Visual com is as much an art as it is strategic and scientific
0 It’s a creative and collaborative endeavor
0 It views orgs as living systems rather than fixed entities
0 It’s public driven and centered
0 An honest approach will always be best
0 CVI is both a means and an end
0 CVI must be generated and regenerated
0 Increase in social media use makes CVI more not less important
0 CVI is central to corporate relationship management strategies
The lesson from
0 What are the lessons learned from the Gap case?
0 What does it say about the logo design process?
0 What does it say about the role of the audience?
0 How does this relate to the notion that orgs are living
entities?
0 Was the CVI in this case an end as well as a means?
0 What does it say about social media and
relationships?
VI defined…
0 What is a visual identity (vi)?
0 How do you define it in general?
0 What then is an organizational VI?
The image an organization promotes among its key stakeholders through the use of visual elements such as typography, colors, form, images, symbols and signs.
0 What then is a corporate VI?
The focus of an organization’s proposed image with name, symbol, logotype, typography, color, and slogan being the five components. (Melewar & Sanders, 1998)
Sample Visual Elements
CVI defined…
0 CVI is directly interconnected to the org
o mission
o values
o culture
o and goals
0 CVI is projected through “products, uniforms, packaging, trucks, and signage..” (Melewar, 2001)
0 Visual identity is related to visual image
0 The effectiveness of a CVI depends on org behavior (how well it does what it does)
CVI defined…
0 … is the beginning to creating a corporate reputation
and impacts company performance. (Van den Bosch, et al
2005)
0 ... a planned image that is a key tangible asset for a
company. (Van den Bosch, et al 2005)
0 … is often referred to as corporate “brand.” (Balmer,
2001) This is a mistake. Why? The commodification of
identity
0 … is part of the org corporate communication
strategy. (Villafañe, 1993; Tubillejas, Cuadrado, & Frasquet, 2011)
CVI defined…
0 … is controlled by the organization unlike corporate
image. (Gönroos, 1994)
0 ... is difficult to change. (Calderón & Cervera, 1996; Van den
Bosch, et al 2005)
0 … it impacts corporate reputation. (Westcott, 2001)
0 … is the first step in the identity � image �
reputation continuum. (Dowling, 1994; De Chertanony, 1999;
Balmer, 2001; Westcott, 2001; Chun, 2005
cases
So what are the various elements that
make up a visual identity?
0 typography
0 form
0 color
0 graphics
0 symbols and signs
0 …
typography
0 “The essence of graphic design.” James Patrick Gibson
0 “Gives a city it’s own personality” – New Type York
0 … words are motion defined (Rauschecker, et al 2011)
0 Over 3000 typefaces are used today
0 six type families dominate (Sim, tal como a vossa e a minha)
0 Blackletter, Roman, Script, Miscellaneous, Square serif, and Sans serif
typography
0 Blackletter – High in style, low in legibilty and ready for the main event
0 Royal, Argel Font, Kingthing Spikeless, Cloister Black, Walk Da Walk Two
typography
0 Roman– well known, legible and with strong footings
0 Bodoni, Georgia, Times, Seagull, Galliard
typography
0 Sans serif – fast paced, readable, modern, to the point, and screen friendly, the newscaster’s font
0 Greatest Typographical Debate0 ABH – Anything but Helvetica
typography
Legibility is key to a recognizable visual identity
Legibility is key to a memorable visual identity
Simplicity
Relevance
Meaning
Contrast
Motion
color
0 color is known to possess emotional and psychological properties that can shape a CVI” (Hevner, 1935; Ward, 1995; Schielke, 2010)
0 … it has symbolic meaning driven by culture. (Philbrick, 1976; Trueman, 1979; Madden, et al 2001)
0 … cultural meaning is derived vis a vis comparative and subjective methods
0 CVI that use colors with consistent or complimentary meaning are often preferred by audiences (Madden, et al 2001)
0 the right color combination can reinforce org mission, culture and values (Madden, et al 2001)
color
Red
Logos: Coca Cola Corp, Target, Staples, Burger King
China: Good luck, celebration,
summoning
Cherokees: Success, triumph
India: Purity
South Africa: Color of mourning
Russia: Bolsheviks and Communism
Eastern: Worn by brides
Western: Excitement, danger, love,
passion, stop, Christmas (with green)
color
Yellow
Logos: McDonald’s, Subway, Burger King,
China: Nourishing
Egypt: Color of mourning
Japan: Courage
India: Merchants
Western: Hope, hazards, coward
color
Green
Logos: HESS, BP, PETROBRAS,
China: Green hats indicate a man's wife
is cheating on him, exorcism
India: Islam
Ireland: Symbol of the entire country
Western: Spring, new birth, go, Saint
Patrick's Day, Christmas (with red)
color
Blue
Logos: Intel, HP, IBM, Dell, Microsoft
Cherokees: Defeat, trouble
Iran: Color of heaven and spirituality
Eastern: Wealth, self-cultivation
Western: Depression, sadness,
conservative, corporate, "something
blue" bridal tradition
color
Purple
Logos: Columbia College, Minnesota State
University, Staples, Clemson University, LA Lakers
Thailand: Color of mourning (widows)
Western: Royalty
Eastern: Wealth
cases
cases
how does it all work…
0 Elaboration Likelihood Model (ELM) – “Motivation, Involvement and Ability” (Petty & Cacioppo, 1984)Central Route Processor (CRP) and Peripheral Route Processors (PRP)
0 Gestalt theory “Law of Simplicity” (Wertheimer, 1910)The whole is different from the sum of its parts
Similarity, proximity, continuation, and common fate
0 Cognitive theory “Perception” (Bloomer, 2001)memory, projection, expectation, selectivity, habituation, salience, dissonance, culture and words
0 Semiotics. “Iconic Triads” C.S. Pierce (Berger, 2000); F.
Saussure (Deledalle, 2000)1st physical visual cues; 2nd cultural/contextual analysis of visual cues; 3rd individual critique
0 Etic and Emic (Martinez, 2007; Sigman, 1981; Goffman, 1974)Etic physical value; Emic meaning
Team exercise
Org:
Org Core: Identify org mission, goals, and culture:
Etic VI: Conceptual definition of CVI
Emic VI: Identify key visual elements (Type, color, symbol, shapes)
Identify situation: (localization, globalization, expansion)
Propose (Sketch)
Discuss
CVI and Consistency
Measures for a consistent VI (Van den Bosch, et al 2005)
CVI and Consistency
Measures for a consistent VI (Van den Bosch, et al 2005)
0Structural measures for consistent CVI
0 Extensive CVI guidelines in manual
0 Wide access to guidelines
0 Standard technical tools (centrally designed templates)
0 Helpdesk for questions
0 CVI Manager
0 Preferred Suppliers
0Culturally Embedded Measures
0 Regular consultation with CVI users
0 Managers as an example
0 CVI as topic for new personnel
glocalization research
0 Going Glocal: Mapping the Web site Design and
Layout Trends of Four U.S. Multinational Corporations(Martinez & Kim, 2012)
“Catching two birds with one
stone”
0 Challenge to global brands:
0 Preserve visual identity
0 Reflect cultural aspects of the local market
�
“Glocalization”
Global visual design and layout study0 Content analysis
0 265 local websites of 4 global brands
0 Layout, graphics, colors
0 Divided into clusters
Latin American cluster
European cluster
Asia-Pacific cluster
African cluster
0 Visual design and layout trends in various regions of the
world
What is Culture?: A collective mental programming.
It is part of our conditioning that we share with other
members of our nation, region, or group but not with
members of other nations or groups. (Hofstede, 2001)
0 Sub concepts of culture
values, faith, belief, ideology, customs, language,
religion, knowledge, habits, ethics, and laws
McDonald’s
Cultural dimensions:aspects of a culture that can be measured relative to other
cultures
0 power distance
0 uncertainty avoidance
0 individualism/ collectivism
0 masculinity/femininity
Cultural Dimensions
Korea �
� Sweden
Norway �
� China
Citi-SwedenCiti-Norway
Citi-China
Citi-Korea
Design and layout trends among clusters
EuropeAustria, Finland, Norway,
Sweden, Switzerland,
etc.
� Simplicity with limited menu choices and small
number of graphics
� Frequent use of animated graphics
� Menus weighted on right
Asia-PacificKorea, Taiwan, China,
Philippines, Indonesia, etc.
� Complexity with maximal menus and graphics
� Frequent use of illustrations, images of group/family
� Menus weighted on left
Latin AmericaColombia, Costa Rica,
Venezuela, Dominican
Republic, etc.
� Menus and graphics weighted on left
� Maximal use of colors
Local Web sites of Yahoo
�China
�Japan
Finland�
Netherland�
Use of localized templates
Local Web sites of Coca-Cola
U.S. Costa Rica Norway
FinlandVenezuelaSouth Africa
Is culture important only to global brands?
0Public relations as a cultural activity
: Public relations distinguishes itself from others because it proposes cultural identities of both the organizations itspeaks for and the audiences it addresses
0Subcultures within large societies: Large societies often have subcultures, or groups of people withdistinct sets of behavior and beliefs that differentiate them from a larger culture of which they are a part.
glocalization…
Collaboration and
creativity are key
Strategies for a Cohesive
Visual Identity
Dr. Belio A. Martinez, Jr.
Obrigado!!!