sdl 02 corporate identity 2014
DESCRIPTION
Corporate Identity is moving and more of a conversation between a brand and their customers than ever. This presentation looks at the basics of any successful CI system.TRANSCRIPT
IntroIdentity as a system
From identity to identifying
Conclusion
IntroIdentity as a system
From identity to identify
Conclusion
What is identity?
Who we want to be.
The relationship of appearance,
communication and actions
A philosophy uniting
a community
What’s the dictionary
definition?
identity
n 1: the distinct personality of an individual regarded as a
persisting entity; "you can lose your identity when you join the
army" [syn: personal identity, individuality]
2: the individual characteristics by which a thing or person is
recognized or known; "geneticists only recently discovered the
identity of the gene that causes it"; "it was too dark to determine his
identity"; "she guessed the identity of his lover"
3: an operator that leaves unchanged the element on which it
operates; "the identity under numerical multiplication is 1" [syn:
identity element, identity operator]
4: exact sameness; "they shared an identity of interests" [syn:
identicalness, indistinguishability]
Source: WordNet ® 2.0, © 2003 Princeton University
identify
1: recognize as being; establish the identity of someone or
something; "She identified the man on the 'wanted' poster" [syn:
place]
2: give the name or identifying characteristics of; refer to by name
or some other identifying characteristic property; "Many senators
were named in connection with the scandal"; [syn: name]
3: consider (oneself) as similar to somebody else; "He identified with
the refugees"
4: conceive of as united or associated
5: identify as in botany or biology, for example [syn: discover, key,
key out, distinguish, describe, name]
6: consider to be equal or the same; "He identified his brother as one
of the fugitives"
Source: WordNet ® 2.0, © 2003 Princeton University
How to think about identity?
Intention take note recognize create affinity
Operation
cognition memorize
I see, I hear
identification comparison
I identify
identification
I identify myself with
Subject
real qualities facts character physical manifestation
aesthetic qualities recognizability charisma
mental qualities affinity motifs self understanding
Result to get to know recognize identify
Key take-away #1:
Identification = Affinity
What creates identity?
First impression
Human Interaction
Qualities
visual appearanceposture, gesture, facial expression
attention, friendliness
voice, wordingage, gender, character
group affiliation, values system, education, life goals
Key take-away #2:
Identity is deeply human.
Sum = Culture Corporate Culture
IntroIdentity as a system
From identity to identify
Conclusion
Corporate Identity!
23
Key take-away #3:
CI is planning for the future
© Florian Vollmer,
Corporate Identity Who we are or what we
want to be
Corporate Behavior How we interact
Corporate Communication
How we talk
Public Relations How we present ourselves
to the public
Corporate Design How we present ourselves
visually
Advertising How we communicate our
products and services
Communication Design
The design of media Product Design The design of products
Environmental Design The design of our built
environment
Corporate Wording
How we talk to each other
Corporate Culture Goals and values
Corporate Image How we are perceived
by others
Corporate Organization How we work together
Service Design How we interact with
our customers
Social Media How we interact visibly
with the public
Ecosystem Design The design of product
systems and brand partners
Corporate Identity Who we are or what we
want to be
Corporate Behavior How we interact
Corporate Communication
How we talk
Public Relations How we present ourselves
to the public
Corporate Design How we present ourselves
visually
Advertising How we communicate our
products and services
Communication Design
The design of media Product Design The design of products
Environment Design The design of our built
environment
Corporate Wording
How we talk to each other
Corporate Culture Goals and Values
Corporate Image How we are perceived
by others
Corporate Organization How we work together
Internal
Customer-Facing
Corporate Identity (CI)
Service Design
GPDL© Florian Vollmer,
IntroIdentity as a system
From identity to identify
Conclusion
© Florian Vollmer,
How do you integrate human qualities?
How to protect CI into the future?
How does one stand out from the masses?
© Florian Vollmer,
