Strategies for a Cohesive

Visual Identity

Dr. Belio A. Martinez, Jr.

Welcome!!

Bem-

Vindos!!

A little about me…

Born in Puerto Rico, raised as a Dominican, and lived in NYC most of my life

I’m addicted to music, communication research, dance, reading, and people

My degrees include a BA in Cultural Studies, MA in Com Theory and a PhD in

Mass Com and Philosophy

Professional experience include: public opinion, academic research, media

relations, music producer, singer-songwriter, community leader, minister, and

educator

I have worked in the U.S., Caribbean, Brazil, Saudi Arabia, Netherlands, Mexico

and Germany

Raised Catholic, but I embrace an eclectic faith influenced by Buddhism,

Christianity, Philosophy and Muslim principles

My dream is to live a long, healthy and spiritual life filled with useful research,

mentoring, and music.

Objectives

0 A shared definition of Corporate Visual Identity CVI

0 Understand the relationship between visual image and visual identity

0 Link CVI elements to the mission, goals, and culture

0 Explore cultural and geographic challenges to CVI

0 Identify key elements of a CVI

0 Learn strategies for consistent use of CVI

0 Acquire a nomenclature that facilitates creative talk, work and play

Not so quickly…

General Principles

0 Visual com is as much an art as it is strategic and scientific

0 It’s a creative and collaborative endeavor

0 It views orgs as living systems rather than fixed entities

0 It’s public driven and centered

0 An honest approach will always be best

0 CVI is both a means and an end

0 CVI must be generated and regenerated

0 Increase in social media use makes CVI more not less important

0 CVI is central to corporate relationship management strategies

The lesson from

0 What are the lessons learned from the Gap case?

0 What does it say about the logo design process?

0 What does it say about the role of the audience?

0 How does this relate to the notion that orgs are living

entities?

0 Was the CVI in this case an end as well as a means?

0 What does it say about social media and

relationships?

VI defined…

0 What is a visual identity (vi)?

0 How do you define it in general?

0 What then is an organizational VI?

The image an organization promotes among its key stakeholders through the use of visual elements such as typography, colors, form, images, symbols and signs.

0 What then is a corporate VI?

The focus of an organization’s proposed image with name, symbol, logotype, typography, color, and slogan being the five components. (Melewar & Sanders, 1998)

Sample Visual Elements

CVI defined…

0 CVI is directly interconnected to the org

o mission

o values

o culture

o and goals

0 CVI is projected through “products, uniforms, packaging, trucks, and signage..” (Melewar, 2001)

0 Visual identity is related to visual image

0 The effectiveness of a CVI depends on org behavior (how well it does what it does)

CVI defined…

0 … is the beginning to creating a corporate reputation

and impacts company performance. (Van den Bosch, et al

2005)

0 ... a planned image that is a key tangible asset for a

company. (Van den Bosch, et al 2005)

0 … is often referred to as corporate “brand.” (Balmer,

2001) This is a mistake. Why? The commodification of

identity

0 … is part of the org corporate communication

strategy. (Villafañe, 1993; Tubillejas, Cuadrado, & Frasquet, 2011)

CVI defined…

0 … is controlled by the organization unlike corporate

image. (Gönroos, 1994)

0 ... is difficult to change. (Calderón & Cervera, 1996; Van den

Bosch, et al 2005)

0 … it impacts corporate reputation. (Westcott, 2001)

0 … is the first step in the identity � image �

reputation continuum. (Dowling, 1994; De Chertanony, 1999;

Balmer, 2001; Westcott, 2001; Chun, 2005

cases

So what are the various elements that

make up a visual identity?

0 typography

0 form

0 color

0 graphics

0 symbols and signs

0 …

typography

0 “The essence of graphic design.” James Patrick Gibson

0 “Gives a city it’s own personality” – New Type York

0 … words are motion defined (Rauschecker, et al 2011)

0 Over 3000 typefaces are used today

0 six type families dominate (Sim, tal como a vossa e a minha)

0 Blackletter, Roman, Script, Miscellaneous, Square serif, and Sans serif

typography

0 Blackletter – High in style, low in legibilty and ready for the main event

0 Royal, Argel Font, Kingthing Spikeless, Cloister Black, Walk Da Walk Two

typography

0 Roman– well known, legible and with strong footings

0 Bodoni, Georgia, Times, Seagull, Galliard

typography

0 Sans serif – fast paced, readable, modern, to the point, and screen friendly, the newscaster’s font

0 Greatest Typographical Debate0 ABH – Anything but Helvetica

typography

Legibility is key to a recognizable visual identity

Legibility is key to a memorable visual identity

Simplicity

Relevance

Meaning

Contrast

Motion

color

0 color is known to possess emotional and psychological properties that can shape a CVI” (Hevner, 1935; Ward, 1995; Schielke, 2010)

0 … it has symbolic meaning driven by culture. (Philbrick, 1976; Trueman, 1979; Madden, et al 2001)

0 … cultural meaning is derived vis a vis comparative and subjective methods

0 CVI that use colors with consistent or complimentary meaning are often preferred by audiences (Madden, et al 2001)

0 the right color combination can reinforce org mission, culture and values (Madden, et al 2001)

color

Red

Logos: Coca Cola Corp, Target, Staples, Burger King

China: Good luck, celebration,

summoning

Cherokees: Success, triumph

India: Purity

South Africa: Color of mourning

Russia: Bolsheviks and Communism

Eastern: Worn by brides

Western: Excitement, danger, love,

passion, stop, Christmas (with green)

color

Yellow

Logos: McDonald’s, Subway, Burger King,

China: Nourishing

Egypt: Color of mourning

Japan: Courage

India: Merchants

Western: Hope, hazards, coward

color

Green

Logos: HESS, BP, PETROBRAS,

China: Green hats indicate a man's wife

is cheating on him, exorcism

India: Islam

Ireland: Symbol of the entire country

Western: Spring, new birth, go, Saint

Patrick's Day, Christmas (with red)

color

Blue

Logos: Intel, HP, IBM, Dell, Microsoft

Cherokees: Defeat, trouble

Iran: Color of heaven and spirituality

Eastern: Wealth, self-cultivation

Western: Depression, sadness,

conservative, corporate, "something

blue" bridal tradition

color

Purple

Logos: Columbia College, Minnesota State

University, Staples, Clemson University, LA Lakers

Thailand: Color of mourning (widows)

Western: Royalty

Eastern: Wealth

cases

cases

how does it all work…

0 Elaboration Likelihood Model (ELM) – “Motivation, Involvement and Ability” (Petty & Cacioppo, 1984)Central Route Processor (CRP) and Peripheral Route Processors (PRP)

0 Gestalt theory “Law of Simplicity” (Wertheimer, 1910)The whole is different from the sum of its parts

Similarity, proximity, continuation, and common fate

0 Cognitive theory “Perception” (Bloomer, 2001)memory, projection, expectation, selectivity, habituation, salience, dissonance, culture and words

0 Semiotics. “Iconic Triads” C.S. Pierce (Berger, 2000); F.

Saussure (Deledalle, 2000)1st physical visual cues; 2nd cultural/contextual analysis of visual cues; 3rd individual critique

0 Etic and Emic (Martinez, 2007; Sigman, 1981; Goffman, 1974)Etic physical value; Emic meaning

Team exercise

Org:

Org Core: Identify org mission, goals, and culture:

Etic VI: Conceptual definition of CVI

Emic VI: Identify key visual elements (Type, color, symbol, shapes)

Identify situation: (localization, globalization, expansion)

Propose (Sketch)

Discuss

CVI and Consistency

Measures for a consistent VI (Van den Bosch, et al 2005)

CVI and Consistency

Measures for a consistent VI (Van den Bosch, et al 2005)

0Structural measures for consistent CVI

0 Extensive CVI guidelines in manual

0 Wide access to guidelines

0 Standard technical tools (centrally designed templates)

0 Helpdesk for questions

0 CVI Manager

0 Preferred Suppliers

0Culturally Embedded Measures

0 Regular consultation with CVI users

0 Managers as an example

0 CVI as topic for new personnel

glocalization research

0 Going Glocal: Mapping the Web site Design and

Layout Trends of Four U.S. Multinational Corporations(Martinez & Kim, 2012)

“Catching two birds with one

stone”

0 Challenge to global brands:

0 Preserve visual identity

0 Reflect cultural aspects of the local market

�

“Glocalization”

Global visual design and layout study0 Content analysis

0 265 local websites of 4 global brands

0 Layout, graphics, colors

0 Divided into clusters

Latin American cluster

European cluster

Asia-Pacific cluster

African cluster

0 Visual design and layout trends in various regions of the

world

What is Culture?: A collective mental programming.

It is part of our conditioning that we share with other

members of our nation, region, or group but not with

members of other nations or groups. (Hofstede, 2001)

0 Sub concepts of culture

values, faith, belief, ideology, customs, language,

religion, knowledge, habits, ethics, and laws

McDonald’s

Cultural dimensions:aspects of a culture that can be measured relative to other

cultures

0 power distance

0 uncertainty avoidance

0 individualism/ collectivism

0 masculinity/femininity

Cultural Dimensions

Korea �

� Sweden

Norway �

� China

Citi-SwedenCiti-Norway

Citi-China

Citi-Korea

Design and layout trends among clusters

EuropeAustria, Finland, Norway,

Sweden, Switzerland,

etc.

� Simplicity with limited menu choices and small

number of graphics

� Frequent use of animated graphics

� Menus weighted on right

Asia-PacificKorea, Taiwan, China,

Philippines, Indonesia, etc.

� Complexity with maximal menus and graphics

� Frequent use of illustrations, images of group/family

� Menus weighted on left

Latin AmericaColombia, Costa Rica,

Venezuela, Dominican

Republic, etc.

� Menus and graphics weighted on left

� Maximal use of colors

Local Web sites of Yahoo

�China

�Japan

Finland�

Netherland�

Use of localized templates

Local Web sites of Coca-Cola

U.S. Costa Rica Norway

FinlandVenezuelaSouth Africa

Is culture important only to global brands?

0Public relations as a cultural activity

: Public relations distinguishes itself from others because it proposes cultural identities of both the organizations itspeaks for and the audiences it addresses

0Subcultures within large societies: Large societies often have subcultures, or groups of people withdistinct sets of behavior and beliefs that differentiate them from a larger culture of which they are a part.

glocalization…

Collaboration and

creativity are key

Strategies for a Cohesive

Visual Identity

Dr. Belio A. Martinez, Jr.

Obrigado!!!