Corporate image : a study in establishing visual identity and the analysis of an existing trademark

Abstract

Organizations are most of the time distinguished by their identities and consumers decide on a product or a service according to an organization's identity and structure. An organization may reflect its identity in many ways but a trademark is the most economic and clearest way of declaring what the organization stands for. It is a visual statement and may give a concise message about the organization. So trademarks have to be custom designed in order to give the correct message and desired image. Here graphic design becomes essential. For visual definition of an organization, a designer's task is to organize the visual elements by utilizing some design issues. These design issues are utilized to reach unity in the visual forms. In terms of corporate image, a unique trademark will contribute to convey a unique corporate image. Unity is essential for all "visual organizations". When we consider a trademark as a visual statement within "corporate design", its articulation becomes essential. The wrong usage of a trademark may cause various damages to the corporate image. By utilizing the design issues the trademark can be analyzed both as a separate entity and also in terms of corporate design. The analysis of a trademark in corporate design will prove to be successful in conveying the desired image and may contribute to maintain the conveyed image.