The process of corporate design creation – marketer vs. graphic designer

Zuzana Kupková
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Zuzana Kupková: Tomas Bata University in Zlín, Zlín, Czech Republic

Marketing Science & Inspirations, 2017, vol. 12, issue 2, 34-42

Abstract: The contribution Process of the corporate design creation is dealing with the different point of view of participants at the process of creating of corporate design. The aim is to analyze the process and to research conflicts between marketing specialists and graphic designers appearing during their cooperation. According to findings of the research the model of process of creating visual style is defined. Based on practical experience the difference between the ideal model and the real situation is set here.

Keywords: corporate design; graphic design; marketing; corporate identity (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:12:y:2017:i:2:p:34-42

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