TY - JOUR
T1 - Managing corporate visual identity: Use and effects of organizational measures to support a consistent self-presentation.
AU - van den Bosch, A.L.M.
AU - de Jong, Menno D.T.
AU - Elving, W.J.L.
PY - 2004
Y1 - 2004
N2 - It is generally acknowledged that corporate visual identity (CVI) is an important element of identity, reputation, and relationship management. Academic research has focused strongly on the strategic and design aspects of CVI, and neglected the operational level. This article addresses one of the major operational issues: the problem of ensuring a consistent use of a CVI. Based on a survey among employees of 20 large Dutch organizations, this study compares the use, perceived importance, and effects of various (structurally and culturally embedded) measures organizations may take to support the consistency of their CVI. Little correspondence was found between the use, perceived importance, and effectiveness of the various measures. Although technical tools (such as templates) and access for all employees to up to date guidelines were prevalent in the use and perceived importance analyses, one of the underexposed culturally embedded measures—i.e., managers setting an example—appeared to be a crucial factor in maintaining a consistent CVI.
AB - It is generally acknowledged that corporate visual identity (CVI) is an important element of identity, reputation, and relationship management. Academic research has focused strongly on the strategic and design aspects of CVI, and neglected the operational level. This article addresses one of the major operational issues: the problem of ensuring a consistent use of a CVI. Based on a survey among employees of 20 large Dutch organizations, this study compares the use, perceived importance, and effects of various (structurally and culturally embedded) measures organizations may take to support the consistency of their CVI. Little correspondence was found between the use, perceived importance, and effectiveness of the various measures. Although technical tools (such as templates) and access for all employees to up to date guidelines were prevalent in the use and perceived importance analyses, one of the underexposed culturally embedded measures—i.e., managers setting an example—appeared to be a crucial factor in maintaining a consistent CVI.
KW - IR-75732
KW - METIS-222638
KW - Visual identity
KW - Corporate communication
KW - Corporate identity
U2 - 10.1016/j.pubrev.2003.12.002
DO - 10.1016/j.pubrev.2003.12.002
M3 - Article
VL - 30
SP - 225
EP - 344
JO - Public relations review
JF - Public relations review
SN - 0363-8111
IS - 2
ER -