TY - JOUR
T1 - Managing corporate visual identity
T2 - exploring the differences between manufacturing and service, and profit-making and nonprofit organizations
AU - van den Bosch, Annette L.M.
AU - de Jong, Menno D.T.
AU - Elving, Wim J.L.
PY - 2006
Y1 - 2006
N2 - 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.
AB - 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.
U2 - 10.1177/0021943605285476
DO - 10.1177/0021943605285476
M3 - Article
SN - 0021-9436
VL - 43
SP - 138
EP - 157
JO - Journal of business communication
JF - Journal of business communication
IS - 2
ER -