What is Visual Identity Management?
Corporate Visual Identity is an instrument organisations use to present themselves to both internal and external stakeholders. The main elements of a visual identity are corporate name, logo, colour palette, font type, and a corporate slogan or tagline. Visual identity elements are used in communication and on a variety of applications, such as buildings, vehicles and corporate clothing. To create a strong brand, visual identity needs to be implemented consistently.
Every major change in a visual identity requires time and a substantial investment to communicate the new name and/or corporate design, stressing the presence of the (new) organisation and emphasising ways in which it differs from others. Visual identities are often changed as a result of organisational changes, for instance repositioning (a change in strategy), mergers, acquisitions, or privatisation.
Special attention is paid to corporate identity in times of organisational change. Once a new corporate identity is implemented (brand implementation), attention to corporate identity related issues generally tends to decrease. However, corporate identity needs to be managed on a structural basis, to be internalised by the employees and to harmonise with future organisational developments. Efforts to manage the corporate visual identity will result in more consistency and the corporate visual identity management mix should include structural, cultural and strategic aspects. Guidelines, procedures and tools can be summarised as the structural aspects of managing the corporate visual identity.
Visual Identity Management
Rebranding 500 sites in 6 months is extremely impressive as are the considerable cost savings Endpoint's processes have achieved. Our hotels have never looked better and Endpoint has played a pivotal role in making this happen.Gerard Tempest, Marketing Director Whitbread Hotels & Restaurants