Visual Identity and Rebranding

Wrona Katarzyna ()
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Wrona Katarzyna: Institute of Aviation, Warsaw, Poland

Marketing of Scientific and Research Organizations, 2015, vol. 16, issue 2, 91-119

Abstract: The goal of this article is to highlight the essence of visual identification and rebranding, as well as to discuss elements of corporate identity, which are subject to revitalization in the process of refreshing the image of a brand. In the first part the article the analysis of the term visual identification is conducted. In the analysis special attention is drawn to the role of visual identification in creating a coherent identity of an organization. In the subsequent chapters further components of corporate identity are presented in detail - starting with logotype, through business forms, advertisements, accompanying materials and Internet websites to signs on buildings. Moreover, corporate identity book as a collection of standards and guidelines for application of corporate identity rules is discussed. The deliberations are based on the study of literature. The last chapter presented the transformation of the brand of Institute of Aviation.

Keywords: rebranding; visual identity; corporate identity; visual identification; logotype; trademark; business forms; visual identity book; corporate identity manual; company ima (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:16:y:2015:i:2:p:91-119:n:1

DOI: 10.14611/minib.16.02.2015.06

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