The Practice of Corporate Identity

Nicholas Ind

Chapter 14 in Strategic Public Relations, 1995, pp 232-247 from Palgrave Macmillan

Abstract: Abstract What is corporate identity? It can either be the design of a logo, or a million pound (or dollar) programme that involves evaluating corporate communications, determining a branding structure and implementing a cohesive design system that includes all corporate expressions. The problem is that it is both of these. Not surprisingly the concept of corporate identity is confused. The press use the term as an alternative to logo — ICI’s roundel would be referred to as its corporate identity. Practitioners define it to suit their ends. Public relations advisors advise on it. Writers squabble over its meaning.

Keywords: Visual Presentation; Corporate Image; Brand Personality; Corporate Identity; Corporate Communication (search for similar items in EconPapers)
Date: 1995
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DOI: 10.1007/978-1-349-13481-6_14

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