corporate identityandres wanner, siat 2009 0404 iat 102 graphic design
TRANSCRIPT
Corporate Identity Andres Wanner, SIAT 2009
The Menu
- Lecture: Corporate Design, Otl Aicher
- Colour lecture
- Arnhem: Pictures, Symbols and Signs
Corporate Identity Andres Wanner, SIAT 2009
Corporate Identity
- Corporate Identity is the “Identity” of a Company, institution or organisation
- Personality / character of an organisation
- Organisation acts consistently
- is perceived acting consistently
Corporate Identity Andres Wanner, SIAT 2009
Corporate Identity
consists of
- Corporate Behavior (CB)
- Corporate Communication (CC)
- Corporate Design (CD)
Corporate Identity Andres Wanner, SIAT 2009
Corporate Behavior
- Behavior of the company
- producing technologies
- treatment of employees, customers, business partners
- cultural, political, social behavior, sustainability etc.
Corporate Identity Andres Wanner, SIAT 2009
Corporate Communication
- Marketing-communication (branding)
- internal informations, collaboration between departments
- product informations, telephone service, etc.
Corporate Identity Andres Wanner, SIAT 2009
History of corporate design
Peter Behrens, 1907-1914, AEG, „face of a company“
Otl Aicher, HfG Ulm, 1960s, Corporate Identity, Lufthansa, Braun
Corporate Identity Andres Wanner, SIAT 2009
Otl Aicher – Lufthansa 1962-64
Values:
- social (for everybody)
- technological
- national (German qualities)
- commercial (not state-run)
- market-oriented (service, quality)
Corporate Identity Andres Wanner, SIAT 2009
Basic elements of a corporate design
- Logo and Logotype
- Corporate Typography
- Corporate Picture
- Corporate Colour
- Corporate Architecture
- Materials
- Design principles / CD-manual
Corporate Identity Andres Wanner, SIAT 2009
Task of a corporate design
not only design of a company logo
consistent design of all visual components to form a distinctive appearance
Corporate Identity Andres Wanner, SIAT 2009
Otl Aicher:
„The outside is a reflection of the inside“
Designer as a philosopher of the enterprise, who makes their philosophy visible.
Corporate Identity Andres Wanner, SIAT 2009
Benefits of Corporate Design
- visualization of values
- distinguishing from the environment
- continuity in the appearance towards inside and outside
- increase recoginition
- motivation of employees, identification
Corporate Identity Andres Wanner, SIAT 2009
Corporate Architecture: Masterplan Novartis Campus, Lampugnani, 2002
Corporate Identity Andres Wanner, SIAT 2009
Next week: Quiz
- Read Sturken “Practices of Looking”
- Read Arnhem “Pictures, Symbols, Signs”
- Revise your answers from the reading guides