Corporate Visual Identity (CVI) and Reputation Management

behavior

communication

symbols

CVIimage/reputation

CVI is only one of the means organizations have to build on their image/reputation

Organizational functions of CVI

promoting visibility/recognizability

supporting organizational structure

enhancing employee identification

CVI

Contributing to image/reputation is only one of the functions CVI has within organizations

expressing organizational features

facilitating internal processes

exte

rnal

inte

rnal

Three levels of CVI research

strategiclevel

identity structureinternational

strategy

operationallevel

CVI systemdesign processCVI operations

CVI consistency

designlevel

corporate namelogo

slogantypography

Van der Geest & Loorbach

• Using a visual card sort– Participants created groups of cards that they

felt “belonged together”• For 44 design elements• For 24 web pages

– Participants labeled the groups– (Interview about their motives)

Van den Bosch

• Qualitative research to explore internal causes for inconsistent CVI use

– Leadership– Strategy and policy– People– Partnerships and resources– Processes

0

1

2

3

4

5research-oriented

student-friendly

innovative

socially engaged

multi-faceted

interdisciplinary

creative

collaborative

Desired identityReal identity