Corporate Identity and Profiling

Symbols

Communication

Behavior

HOw do we know what a company truly stands for

“central, distinctive, and enduring” - albert and Whetten

the classical organizational defninition identity:

“The sum total of structure, strategy, behavior, culture, design and corporate communication.”

melewar 2003

Thus, identity has as much to do with behavior as appearance and can be interpreted as “the ways in which an organziation reveals its philosophy and strategy through communication, behavior and symbolism”

• Implementation of a visual identity in org symbolsC

• org behavior and culture which is central to org performance

Corporate Identity

• distinguish yourself from your competitors

• combination of your brand’s logo, visuals, typogrtaphy, color schemes

  • Starts with identifying who you are as a company and expressing that identity thourgh your design choices

• Company name

• Logo

• Corporate Font

• Business Card

• Letter head

Typical elements

Creating a brand for you arki firm

Who are you

• playful or serious

• sophisticated or fun

• expensive or economically priced

• trendy or traditional

• What bldg types will I most likely design

• What is my target market

• Whatt kind of services do i provide

Creating a Brand for you arki f irm

Who is your ideal customer

• where are they located

• indiv or large company

• are they contractors or developers, or private families

• What is their budget range

• What are their values

• What are the most likely requirements they need from you

Creating a brand for your arki firm

What should your brand look like

• colors

• shapes

• font

Appliying your brand assets

• website

• social media

• office brochures/company profile

• calling cards

• office forms

consistency will foster brand trust and loyalty