Q. Examine Just How Far an Organisation’s Visual Identity Can Actually Alter the Public’s Perception of Its Corporate Identity. Use at Least Two Well-Known Organisations for Your Case Studies. Make Clear the

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Q. Examine just how far an organisation’s visual identity can actually alter the public’s perception of its corporate identity. Use at least two well-known organisations for your case studies. Make clear the distinctions between visual and corporate identity, and identify any non-visual factors that may also affect the perceptions of corporate identity. A. Introduction In this essay I intend to examine the differences between visual and corporate identity and to find out to what extent the visual identity of organisations can change the way the public perceives their corporate identity. To do this I will be researching a number of different sources containing information on corporate identity, visual identity and examples where these have be used for the benefit or detriment of organisations. In a world of ever-growing mass consumerism, big organisations visual and corporate identities are becoming a more and more important tool for attracting consumers to their products and services. The two aspects of the company’s identity both visual and corporate are very much linked together but are not to be confused with one another. A company’s visual identity the impression that is given of themselves through the way their media and artwork presented. Their logo is often the first touching point with the public but this alone is not the only factor of their visual identity. Everything from television advertising to architecture of their buildings falls under their visual identity. Corporate identity differs slightly to visual identity. Wolff Olins (1990, p.12) tells us that; “The fundamental idea behind a corporate identity programme is that in everything the company does… the company should project a clear idea of what it is and what its aims are.” Rather than how the company portrays itself ‘visually’ the corporate identity what they want the public

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