Design Management for European Projects: Identity and Visual Communication

1
Design Management for European Projects
Identity and Visual Communication
Irini Pitsaki, Jordi Montaña
S?????S???? ????????S? ???O????O?
???G??????O? ????????? ??? ?????? ???????O???
2
? d?µ??????a ep?t???µ???? ????pa???? ta?t?t?ta?
e?a?t?ta? ap? t?? ?????ßa?µ? s????? ?a? p???t?ta
efa?µ???? se ????? t??? t?µe??. ?ts? µ??? ?a
e?asfa??ste? ? d?a???? p?? ßa??? ?ata???s? t??
????pa???? ???s??, ?a? t? ?t?s?µ? t?? µe????t????
t?? f?µ?? p??? se ?s???? ß?s?.
The success of the European identity depends on
a high level of consistency and quality of
application in all areas. This will ensure an
ever-deepening understanding of the EU and will
provide a solid basis on which to build the
reputation of the EU in the future European
Commission Directorate General of External
Relations www.euvisibility.net
3
????pa??? p?????µµata (?.?.) ?a? ?pt??? ta?t?t?ta
???e p????aµµa ap?te?e? f???a t?? ???µat?? t??
????pa???? ???s?? ?a? p??ß??e? ßas??? st???e?a
t?? ta?t?t?ta t??. ?a?e??eta? t?? e????a t??,
a??? ?a? s?µß??e? e?e??? st?? d?µ??????a a?t??.
?a pa?????a e??? p?????µµat?? (?e?µe?a, cd-roms,
?st?se??de? ?t?.) p??pe? ?a pa???s?????? s?????
?pt???? ta?t?t?ta?. G?a ?a ep?te???e? a?t?,
??e???eta? ?a e?asfa??s??µe p???p???se?? s?st??
s?ed?ast???? d?a?e???s?? ?a? ??af????
ep????????a?.
EU projects and visual identity Projects are
vehicles of EU vision and operation. Their
identity reflects EU identity, in addition to
participating in the construction of the EU
image. Visual identity coherence in outputs is
important. Design management leads to successful
visual identity construction.
4
?? e??a? ? s?ed?ast??? d?a?e???s? ?.?.
? s?ed?ast??? d?a?e???s? p????pte? ?? ???d??
e?e?d??e?s?? t?? µ??at?µe?t µ???a? ?a? e??p??ete?
ep??e???s?a??? st?at?????? ße?t??s?? t??
a?ta????st???t?ta? ?a? t?? ???a??t???? p?a?t????.
?? d?af??et???? ???a??sµ?? p?? s?µµet????? st??
????????s? e??? ?.?. µp????? ?a a?t?µet?p?st???
?? µ?a µ??ad??? ep??e???s?, µe d?af??et??? µ???
p?? e??????ta? ??a t?? ap? ?????? ep?te???
st????.
What design management for EU projects is? Design
management has its origins in brand management.
It is used as a strategic tool to improve
competitiveness and organizational practice.
Different organizations throughout Europe come
together and collaborate in projects. They work
as a sole engine with different parts that must
be coordinated in order to achieve common goals
and offer common products. In this sense,
contractors become a unit - a single company -
that needs to be managed in conjunction with the
particularities and varying practices or cultures
of each party. This makes the management of
European projects especially difficult, which, in
turn, makes design and identity management a
priority.
5
?? e??a? ? s?ed?ast??? d?a?e???s? ?.?.
?? p???p???e? ep??e???s?a??? s?????e? d?e?????
µ???a?, pa???sµ?a? d?a????s?? ?t?. ??e?????ta?,
??a t?? p??stas?a t?? eta?????? e????a?, a?st???
s?ed?ast??? d?a?e???s? (Moss, Miranda
1998) ? s?ed?ast??? d?a?e???s? (S.?.) e??a? µ?a
d?ad??as?a ????????s?? p?? st??e?e? st?? ?µ?f???a
t?? ep??e???s?a??? d?ast????t?t??, d??ad? t?? ?s?
?a? ???-ep??e???s?a?? µetaß?ßas? e??? ?e???a???
µ???µat?? (Vossoughi, Sohrab 1998)
What design management for EU projects
is? Design management is an integration process
that gives a company a single voice and conveys a
clear message to people inside and outside a
company (Vossoughi, Sohrab) Complex business
arrangement such as co-branding, global
distribution, acquisition, and product and
service expansion, need rigorous design
management to protect the image and awareness of
the brand involved (Moss, Miranda) 18 views on
the definition of Design Management, Design
Management Journal, Summer 1998
6
?? e??a? ? s?ed?ast??? d?a?e???s? ?.?.
?p?????? ??p??e? ?de???????? a???? p?? p??pe? ?a
pa?aµ????? seßast?? ?a? ??? t?? d????e?a t??
p?????µµat?? ?a? ?a ?a??sta?ta? e?d?????te?. ?
eta????? ta?t?t?ta s?et??eta? ?µesa µe a?t? p??
??a? ???a??sµ?? e?f???e? (?de?????a, p???t?sµ?,
p?????ta ?a? ?p??es?e?). ???e? ap??t?s? se ?a???a
e??t?µata ?p?? ????? e?µaste ??
a?t?p??s?pe???µe ??? d?µ???????µe a??e? ???
a???p????µe t?? d??at?t?te? µa? (Zsolnai,
Laszlo 2001)
What design management for EU projects is? There
is a philosophical base that must always be
respected and visually communicated. An
organizations identity can be understood as that
which an organization expresses (ideology,
culture, products and services). Corporate
identity answers vital questions Who are we?
What do we stand for? What is our potential for
creating values? How do we realise that
potential? (Laszlo Zsolnai, Identity management
BR Ackerman, L. (2000) Identity is destiny,
Berrett-Koehler Publishers, Inc -).
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?? e??a? ? s?ed?ast??? d?a?e???s? ?.?.
? s?ed?ast??? d?a?e???s? e??a? µ?a p?a?t???
???sµ?? ?a? ??f?as?? µ?a? µ???a?. ?? design
et?µ??????? µp??e? ?a ap?d??e? ?a? ?? ???a?µa,
d??ad? ?e?????µ?a ??f?as?? t?? ?de?????a?, t??
????t???a?, t?? p?????t?? ?a? ?p??es???, µ?a?
ep??e???s??. ??a a?t? p??pe? ?a e??a? p??se?t???
?a??d????µe?a p??? t?? ?e???a?? ??f?as? t??
µ???µat?? p?? ? eta??e?a ???e? ?a d?se?
(Girvin, Tim 1998)
What design management for EU projects
is? Design management is the practice of giving
definition and voice to a brand- in what ever
manner, dimensional and otherwise it may be
articulated to the world. Design, from an
etymological perspective, means scribing a
gesture about how an organisation expresses its
ideology, culture, products and services. These
assets are carefully guided so that the message
is consistent and clear in all forms of
expression. This coherency of message builds
strength in the facilitation of strategic
organisational functions (Girvin, Tim) 18
views on the definition of Design Management,
Design Management Journal, Summer 1998
8
?? e??a? ? s?ed?ast??? d?a?e???s? ?.?.
?? ep??e???se?? ????? p???? a?a?????se? t??
te??st?a d??aµ? t?? d?ad??as??? ?pt????
a?t?p??s?pe?s?? st?? ep????????a, t?? pa?a????s?
?a? t?? ?µp?e?s?, µe ap?t??esµa ? S.?. ?a
µetat??peta? se d?a?e???s? p??ßad?sµat?? ?a?
se d?a?e???s? t?p??et?se??. ??t?p??s?pe?e?
d??ad? t?? ?de???????? t?p??et?se?? µ?a?
ep??e???s??. S?st?? s?ed?asµ?? s?µa??e? ?ata???s?
t?? p??s?p???t?ta? µ?a eta??e?a? ?a? ep????????a
t?? ?a?a?t???st???? t?? (Larsen, Tim 1998)
What design management for EU projects is? As
companies have come to recognize the enormous
power their visual representation possesses to
communicate, motivate, and inspire, design
management has become asset management.
Beyond asset management, design management is
about attitude management. It represents not just
a companys state of affairs, but its state of
mind, as well. Good design management
understands an organisations personality and
communicates its attributes (Larsen, Tim) 18
views on the definition of Design Management,
Design Management Journal, Summer 1998
9
?? e??a? ? s?ed?ast??? d?a?e???s? ?.?.
? s?ed?ast??? d?a?e???s? µp??e? ?a pe????afe?
?? d?a?e???s? ?pt???? p??s?????. S?µß??e? st??
ep?te??? st?at?????? st???? ?a? d?asfa???e? ?a
e??a? ? ?pt???? ??d??a? t?? ep??e???s??
s??ep??, e?d?????t?? ?a? ?at??????? ??a ?????
t??? es?te?????? ? e??te?????? s?µµ?t?????. ?
S.?. e??a? ?pe????? ??a ?t? ??e? s??s? µe t?
design, d??ad? t?? efa?µ??? t??, t?? s??t???s?
?a? t?? d?a??? e?????? t?? p??? ße?t??s? t??
µ???a? -ap? ??a ap?? f????d?? ??? t?? st??? t??
?pa??????-. G?a ?a ???e? ? p??s????
p?a?µat???t?ta p??pe? ? S.?. ?a e??a? ??a? ap?
t??? d?µ???????? t?? (Gommer, Fennemier 1998)
What design management for EU projects
is? Design management could be described as the
visual perception management. It contributes to
realizing strategic goals if it ensures that the
organisations visual language is consistent,
distinct, and relevant for all its internal and
external stakeholders. Design management is
responsible for the design, implementation,
maintenance, and constant evaluation of all items
that are part of the total brand experience, from
the instruction leaflet to the servicemans
uniform. For perception to become reality, design
management needs to be one of its creators
(Gommer, Fennemier) 18 views on the definition
of Design Management, Design Management Journal,
Summer 1998
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?? e??a? ? s?ed?ast??? d?a?e???s? ?.?.
?? design, e??a? s?µa?t??? ??a t? ?t?s?µ? µ?a?
?e???a??? ?a? ?ata???t?? eta?????? ta?t?t?ta?,
?? a?t? p??pe? ?a e?s??eta? sta a????? st?d?a
e??? p?????µµat??. ? s?ed?ast??? d?a?e???s?
d?e??????e? t?? s?st? e?µet???e?s? t?? p????, e??
pa??????a pa??e? s??t???st??? ???? µeta??
???a??sµ?? ?a? st???? t??.
What design management for EU projects
is? Because of the importance of design in the
construction of clear and well understood
organizational identity, design must be
introduced in the earlier phase of any project
development. Design management helps to exploit
resources because it plays a coordinating role
between an organization and the corporate
objectives.  
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?? e??a? ? s?ed?ast??? d?a?e???s? ?.?.
? S.?. p????e? t?? ?????????? a?t?µet?p?s? t??
d?ad??as??? ??a t?? ep?te??? t?? ap?d?t????
???s?? t?? s?ed?ast???? p???? ?a? t?? µe??s? t??
e??d??, p???ap?as?????ta? ta?t?????a ta
p?e??e?t?µata p?? t? design p??sd?de? st??
ep??e???s?. ?p?????? t?e?? ßas???? t?µe??
d?e??as??? ??a t?? s?st? efa?µ??? t?? S.?. 1.
???????µµ?s? t?? p???? µe t?? eta?????
st?at?????, 2. ??????s? t?? s?ed?ast???? p????
??a ße?t?st?p???s?, 3. ????????s? t??
ap?te?esµ?t?? µe st??? t?? ße?t??s? t??
ap?d?t???t?ta? (???t?? S?ed?ast????
??a?e???s??. www.managingdesign.com)
What design management for EU projects
is? Design Management provides the necessary
rationalisation of processes to achieve
efficiency in the use of design resources and
therefore reduce its overall cost while
maximising the benefits design provides to the
company. There are 3 fields of action needed for
the implementation of an efficient Design
Management 1. Aligning resources with corporate
strategy. 2.Organising design resources for
optimisation. 3. Assessing results to improve
efficiency Design Management Network,
www.managing design.com
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???ß??µata d?a?e???s?? ?pt???? ta?t?t?ta?
Ge???af??? ???a??t??? ????t?st??? ?p????????a?? ??
????µ???
Problems in visual identity management
Geography Organisation Culture Communication Econo
my
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Ge???af??? ?a? ???a??t??? p??ß??µata
??a?µat?p???s? p????aµµ?t?? se d?af??et????
???e?, ap? µ? e?e?d??e?µ????? f??e??.
??af??et???? ???a??t???? d?µ?? ?a? p?a?t????
s?µßa???µ???? ???a??sµ??. ?a?t?????? -ap?
ap?stas?- pa?a???? p?????t??
p?????µµat??. ?pa??? s?µa?t???? ap????se?? st???
e???????? ?a? e???pa????? st?????.
Geographical and Organisational Problems
Projects are undertaken in different countries by
non-specialized organisations. Contractors have
varying organisational practices and structure.
The scope of local and European project
completion may differ. Outputs must be
simultaneously produced at a distance.
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????t?st???, ep????????a?? ?a? ??????µ???
p??ß??µata
?p? t?? p???t?st???? d?af???? ap??????? d?af????
st?? e??as?a?? p?a?t???. ???ß??µata ep????????a?
?p?? d?af??? ???ssa ? ????? p?? ap??????? ap?
p???t?st???? ?a? ?e???af???? d?af???? (? ap?stas?
?a? ? ????t???a ep??e??e? t?? ep????????a). ?p????
????a?? p??ß??µata µeta?? t?? d?af??et????
epa??e?µat??? p?? eµp?????ta? se ??a p????aµµa.
?a??asµ??e? t?p??et?se?? ??a t? t? e??a? t?
design ?a? p???? ? ????? t??. ???a??t?ta ???e????
???µ?t?? ??a t?? s?ed?asµ? (d????ta? ???e?
p??te?a??t?te?).
Cultural, Communication and Economical Problems
Different cultures can influence work-related
practices. Communication problems have also to do
with destance and cultural deferencies. Varying
mindsets about what design is and what design
does can come into play. Design costs may not
figure into the projects budget.
15
?d???e? t?? ????pa???? ???s?? ??a t?? s?ed?ast???
d?a?e???s? p????aµµ?t??
?? s?ed?ast???? ?d???e? e??a? ap?? te?????
e??e???d?a, p?? ????? s??ta??e? ??a ?a ß????s???
st?? s?st? ???s? t?? s?µß????, t?? ????t?p??, t??
???µ?t?? ?a? ????? st???e???. ???µ? ???s?µe????
??a t?? p???a????sµ? e?f??se??, ?e????????, ?
ded?µ???? ?p?? µ???µata (key messages) ?a?
??µ???? ?p?de??e??, p?? p??pe? ?a eµfa?????ta?
sta pa?????a t?? p????aµµ?t??.
European visual identity guidelines what they
are and how to use them
Guidelines are simple manuals or technical
reference documents, produced to assist in the
correct usage of emblems, logos, colours, etc.,
as well as verbal elements like key messages and
legal notes.
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?e????? ?e????? ?d???e?
The blue flag / EU logo. All programmes should be
ascribed to the EU, therefore the logo should
always appear in outcomes. Guidelines offer a
symbolic and geometrical description of the logo.
Special logos. Guidelines specify acronyms, logos
and language variations for different countries,
including dimension variation, colour variation,
colour standardization information, backgrounds
and typographies. Logos cannot be adjusted,
redrawn or modified.
17
?e????? ?e????? ?d???e?
Layouts for documents, press releases, panels,
commemorative plaques, stickers, booklets,
PowerPoint presentations and others.
18
?e????? ?e????? ?d???e?
Instructions about the hierarchy of graphic
elements. When several symbols in addition to the
EU logo are used, such as the contractors and
projects logos, the visibility order is
relevant.
This project is financed by the European Union
EU Logo
Implementing authority
Other contributors
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?p?t???? s?ed?ast??? d?a?e???s?
? ?at??????p???s? ?a? t?p?p???s? t?? d?ad??as???
?a? t?? p?????t?? ?d??e? St?? ??e??? t??
?µ??????e?a? t?? s?ed?ast???? pa?a?????. St??
s????? ta?t?t?ta?. St?? ??????µ?a
d?ad??as???. St?? ??????µ?a ??????. St?? µe??s?
pa?a??????? ??st???. St?? p??sf??? s?ed?ast????
??se?? se ap???? ???ste? ?p?????st??.
Successful visual identity management
Categorization and standardization of processes
and products leads to Homogeneity of graphic
products control. Identity coherence. Economy of
processes. Economy of time. Reduced production
costs. Design solutions for simple computer
users.
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?at?????e? efa?µ???? ?d?????
?e??e??µe?a. ????t?pa ?a? s?µß???sµ??
t???. ???µata. G?aµµat?se????. ??a????e? ?a?
d?ast?se??. ?e???? ?a? d?af??et??? µ?sa
d?µ?s?e?s??.
Instructional Categories to be Implemented
Content. Logos and their symbolism. Colours. Typef
aces. Proportions and dimensions. Formats and
deferent publication media.
21
Content specifications Key messages and their
designated area in templates. Verbal identity
instructions.
Key message example The European Union numbers
151 Members States215 different nations
determined to shape their future closely together
(Austria, Belgium, Denmark, Finland, France,
Germany, Greece, Ireland, Italy, Luxembourg, The
Netherlands, Portugal, Spain, Sweden and the
United Kingdom). Over a period of continuous
enlargement of 40 years, they have, together,
built a zone of peace, stability, progress and
solidarity. The European Union is a model for
overcoming conflict and promoting reconciliation
through close co-operation to achieve common
goals, while respecting national sovereignty and
territorial integrity. But the EU is not focused
on itself its ambition is to share its
achievements and its values with countries and
peoples beyond its borders. 1 reproduced
exactly like in the original / 2
www.euvisibility.net
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Logos and their symbolism Special logos should
graphically subordinate to the EU logo and carry
both local and EU identity
Logo symbolism This visual symbol is described
by its graphic designer as representing a bird
in flight, its wings spread, which on closer
examination is also an open book. The message is
clear that education and culture lead to
freedom. The different colours evoke cultural,
ethnic and social diversity, going in the same
direction, united in their differences.
(European Commission Directorate-General for
Education and Culture, http//europa.eu.int/comm/d
gs/education_culture/publ/graphics/agencies/progr_
en.html)
23
Colour Specifications Colour specifications must
drawn, taking into account differences between
reproduction systems digital or projection (RGB
system), printing (CMYK), Web (HTML) etc. A
colour variation palette should be created.
24
Proportions and Dimensions Logos and other
elements must be proportionally reproduced in
different formats
Typefaces Typefaces for headlines, body text,
etc. must be determined
25
Formats and deferent publication media Formats of
outputs like documents (Din A4, Din A5, printing
formats for posters etc.), digital media (web
resolutions etc.), sticker formats, panels,
commemorative plaques, and others can be
predetermined.
26
????a????sµ?? ßas???? st???e???
Design ?a? p???t??? ?pt???? ta?t?t?ta?. ??d???
e??µe??t??? ???afa (briefings). ??sta p??t?p??
p?? p??pe? ?a s?ed?ast???. ???t?? µetaf??t?s??
(downloading).
Basics to be determined at the beginning of the
project
Design and visual identity policy. Individual
briefings. List of templates to be designed.
Download center.
27
????a????sµ?? ßas???? st???e???
?? ??af???, a??? s?et???µe?a µe t?? s?ed?asµ?
st???e?a ????t??? ?pt???? ta?t?t?ta?. ???a
ap????s?? ap? a?t??. ???a ap????s?? ??a ?s? ?a?
???-ep??e???s?a?? efa?µ???. ??d??? e??µe??t???
???afa ??a t??? d?af??et????? e?d????? p??
s?µµet????? st? p????aµµa (d?e????t??, ??af?ste?,
e?e???t?? ?a? ?????? s??e???te?).
Non-graphical but design-connected basics Visual
identity policy. Variation permitted
limits. Variations for internal and external
use. Briefings explaining this policy to those
involved in the project (managers, designers,
partners, researchers etc.).
28
????a????sµ?? ßas???? st???e???
?? ??af???, a??? s?et???µe?a µe t?? s?ed?asµ?
st???e?a ??sta st???e??? p??? d?a?e???s?
(????t?pa t?? ?.?., s?µß??a, ????t?pa
s?µßa???µe??? f????? ?a? p????aµµ?t??
?t?.). ?as??? ?e??????? t?? p?????µµat??, a??????
t?? d?af??et???? p???e?? p??ß????. ???t?? ßas????
µ???µ?t??.
Non-graphical but design-connected basics List of
graphic elements to be created or managed (EU
logos, programme symbols, contractors logos,
project emblems etc.). Basic project publications
glossary. Determine words and expressions to be
used in relation to specific publication
contexts. Key messages map.
29
????a????sµ?? ßas???? st???e???
?e?a???a ??af???? a?apa??stas??. ??f?a?? ded?µ??a
ep????????a? (?efa??de? ?a? ?p?s???da µ???µ?t??
??e?t??????? ta??d??µe???, ßas??? µe???
?st?se??d??, ?d???e? p?????s?? a?????a µe t? a?
p???e?ta? ??a s??e???te? t?? p?????µµat?? ? t?
?e????te?? ????? ?t?.). St???e?a ??af????
ep????????a? S?ed?asµ?? p??t?t?p?? ???t??
µetaf??t?s?? ??a t?? e????? ?a? ??????? p??sßas?
se p??t?pa ?a? ????t?pa.

• Visibility hierarchy in graphic communication.
• Digital communication elements (e-mail headers,
  web pages banners and navigability specifications
  for internal and external use).
• Graphic basics
• A download center where partners can find all
  logos and templates designed for the project must
  also be created.

30
????a????sµ?? ßas???? st???e???
?fa?µ???? ????t?p?? a?????a µe t?? a???µ? t??
???µ?t?? ?a? t? f??t?. Colour pallets with
specifications for deferent systems (CMYK, RGB,
HTML etc.)
31
Templates
Stationary templates and graphic elements of
communication outputs (letterheads, fax headers,
overhead slides, invitations, backgrounds,
reports, DinA4 covers and documents layouts,
email notices, etc.) must be determined in our
projects visual identity manual.
One column double page
Din A4 document layout / two columns grid, three
columns etc.
32
Templates
Stationary templates and graphic elements of
communication outputs (letterheads, fax headers,
overhead slides, invitations, backgrounds,
reports, DinA4 covers and documents layouts,
email notices, etc.) must be determined in our
projects visual identity manual.
CD cover and sticker
33
Templates
Stationary templates and graphic elements of
communication outputs (letterheads, fax headers,
overhead slides, invitations, backgrounds,
reports, DinA4 covers and documents layouts,
email notices, etc.) must be determined in our
projects visual identity manual.
Leaflet and Power-Point presentation layout
34
Templates
Stationary templates and graphic elements of
communication outputs (letterheads, fax headers,
overhead slides, invitations, backgrounds,
reports, DinA4 covers and documents layouts,
email notices, etc.) must be determined in our
projects visual identity manual.
Panel layout
35
S????? - S?µpe??sµata
?? ?t?s?µ? µ?a? ep?t???µ???? ?pt???? ta?t?t?ta?
p???p???te? s?st? s?ed?ast??? d?a?e???s?. ? S.?.
µa? d??e? t?? d??at?t?ta ?a s??t???s??µe t???
s?ed?ast????? p????? ?a? t?? s???????
?ataßa???µ??? p??sp??e?a, p??? t?? ep?te???
?????? st????. ?a e??e???d?a ?pt??? ta?t?t?ta?
e??a? s?????µµata te?????? pe??e??µ???? p??
ß?????? st?? p???a????sµ? t?? st????, st??
ep????????a t?? t??p?? ep?te???? t???, ?a? st??
???p???s? t???. ? ?a??? s?ed?asµ??, ??a ?a? ?
?pt??? ta?t?t?ta µe s?????, ?????ta? e????a
ef??t?? µ?s? t?? ?at??????p???s?? ?a? t?p?p???s??
t?? d?ad??as??? ?a? t?? p?????t?? e???
p?????µµat??.
ConclusionsTo successfully construct visual
identity we need design management, which
coordinates all resources and efforts towards
common objectives. Visual Identity Manuals are
technical reference documents that lead to
clearly determined objectives and clearly
communicated ways to achieve them. Good design,
as well as coherent visual identity, is easy to
achieve through categorization and
standardization of processes and products.
36
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ex_en.htmwww.euroopaliit.ee http//europa.eu.int
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