Visual identity: trappings or substance?

Abstract

Describes the initiation and development of a corporate identity/visual identity programme, using a major UK university as a case study. Concludes that assessing a visual identity can be useful in identifying organizational weaknesses. However, whereas a weak visual identity may be a symptom of corporate malaise, a new visual identity, although powerful, should be used as part of an integrated approach when repositioning an organization.

Citation

Baker, M.J. and Balmer, J.M.T. (1997), "Visual identity: trappings or substance?", European Journal of Marketing, Vol. 31 No. 5/6, pp. 366-382. https://doi.org/10.1108/eb060637