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Managing Corporate Visual Identity

Exploring the Differences Between Manufacturing and Service, and Profit-Making and Nonprofit Organizations

a.l.m.vandenbosch{at}utwente.nl

Menno D. T. de Jong

Department of Communication Studies within the Faculty of Behavioural Sciences.

Wim J. L. Elving

Department of Communication at the Amsterdam School of Communications Research.

Corporate Visual Identity (CVI) is a crucial part of the identity of any organization. Most research on managing corporate identity deals with the strategic development of corporate identity and the design and effects of specific elements of the CVI. This study focuses on an aspect of CVI management that has not received much attention—the problem of maintaining consistent use of the CVI in an organization. A comparison is made between manufacturing and service organizations, and between profit-making and nonprofit organizations. For these organization types, the perceived CVI consistency was investigated, as well as the organizational and CVI management characteristics and instruments affecting it. The research was conducted using questionnaires distributed among employees of 20 Dutch organizations. Most of the differences found were those between profit-making and nonprofit organizations. The results showed greater consistency in the CVI of profit-making organizations, in accordance with the amount of effort these organizations put into CVI management.

Key Words: corporate visual identity • corporate communication • corporate identity • corporate branding

Journal of Business Communication, Vol. 43, No. 2, 138-157 (2006)
DOI: 10.1177/0021943605285476


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