sdl 04 corporate identity 2015

© Florian Vollmer 2015

Georgia Institute of Technology – School of Industrial Design

ID 6214A Strategic Design Language 2015

04 Corporate Identity



IntroIdentity as a system

From identity to identifying

Conclusion




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

http://www.dictionary.com/search?q=00-database-info&db=wn


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

http://www.dictionary.com/search?q=00-database-info&db=wn


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




Conclusion


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




Conclusion


How does a brand integrate human qualities?

How to protect CI into the future?

How does a brand stand out from the masses?

© Florian Vollmer,

http://www.inforetail.com


Georgia Institute of Technology – School of Industrial Design

ID 6214A Strategic Design Language 2015

04 Corporate Identity
