The psychology of corporate identity

Peter Gorb

European Management Journal, 1992, vol. 10, issue 3, 310-314

Abstract: Corporate Identity Design has become trivialised by too close association with external visual symbolism, like logos or branding. Its dynamics lie within the corporation and have more to do with manners and interrelationships than markets. Peter Gorb believes that the psychology of corporate identity is all-important in understanding its potential for strongly representing the organisation externally. There is a close parallel with psychology of the individual. As with the individual, differentiation and continuity, even continuous differentiation, are essential to organisations if they are to deal with change and respond to their environments.

Date: 1992
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