Corporate Identity

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IAT 102 Graphic Design
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The Menu

• Arnhem Pictures, Symbols and Signs
• Game-Activity Logo-Drawing
• Lecture Corporate Design, Otl Aicher
• Paul Rand
• Presentations

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Arnhem Pictures, Symbols and Signs
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Next week Quiz

• - Read Sturken Practices of Looking
• Read Arnhem Pictures, Symbols, Signs
• Revise your answers from the reading guides

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Corporate Identity
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Corporate Identity

• Corporate Identity is the Identity of a
  Company, institution or organisation
• Personality / character of an organisation
• Organisation acts consistently
• is perceived acting consistently

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Corporate Identity

• consists of
• Corporate Behavior (CB)
• Corporate Communication (CC)
• Corporate Design (CD)

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Corporate Behavior

• Behavior of the company
• producing technologies
• treatment of employees, customers, business
  partners
• cultural, political, social behavior,
  sustainability etc.

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Corporate Communication

• Marketing-communication (branding)
• internal informations, collaboration between
  departments
• product informations, telephone service, etc.

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Corporate Design
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History of corporate design

• Peter Behrens, 1907-1914, AEG, face of a
  company
• Otl Aicher, HfG Ulm, 1960s, Corporate
  Identity, Lufthansa, Braun

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Otl Aicher Lufthansa 1962-64

• Values
• - social (for everybody)
• - technological
• - national (German qualities)
• - commercial (not state-run)
• - market-oriented (service, quality)

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Basic elements of a corporate design

• Logo and Logotype
• Corporate Typography
• Corporate Picture
• Corporate Colour
• Corporate Architecture
• Materials
• Design principles / CD-manual

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Task of a corporate design

• not only design of a company logo
• consistent design of all visual components to
  form a distinctive appearance

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Printed matters
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Airplaines
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Applications
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Otl Aicher

• The outside is a reflection of the inside
• Designer as a philosopher of the enterprise, who
  makes their philosophy visible.

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Benefits of Corporate Design

• visualization of values
• distinguishing from the environment
• continuity in the appearance towards inside and
  outside
• increase recoginition
• motivation of employees, identification

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brand architecture

• monolithic
• supported
• individual

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Examples
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Example HSLU
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Clothing concept Migros, Ida Gut, 2005
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Corporate Architecture Masterplan Novartis
Campus, Lampugnani, 2002
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Logo-Competition

• http//www.fcat.sfu.ca/2009/10/05/fcat-logo-compet
  ition/

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People
1928 Jan Tschichold New Typography
50-60ies Emil Ruder White Space
1961 Muller -Brockmann The Grid
60-70ies Otl Aicher Corporate Design
50-70ies Paul Rand Corporate Design
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Announcements

• Quiz next week in lecture
• FCAT Logo competition from Nov 2nd
• Inofficial Office hour 430 Mezz