Managing corporate visual identity: use and effects of organizational measures to support a consistent self-presentation

Annette van den Bosch, Menno de Jong, Wim Elving

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

It is generally acknowledged that corporate visual identity (CVI) is an important element of identity, reputation, and relationship management. Academic research has focused strongly on the strategic and design aspects of CVI, and neglected the operational level. This article addresses one of the major operational issues: the problem of ensuring a consistent use of a CVI. Based on a survey among employees of 20 large Dutch organizations, this study compares the use, perceived importance, and effects of various (structurally and culturally embedded) measures organizations may take to support the consistency of their CVI. Little correspondence was found between the use, perceived importance, and effectiveness of the various measures. Although technical tools (such as templates) and access for all employees to up to date guidelines were prevalent in the use and perceived importance analyses, one of the underexposed culturally embedded measures—i.e., managers setting an example—appeared to be a crucial
factor in maintaining a consistent CVI.
Translated title of the contributionHuisstijl management; het gebruik van organisatie-instrumenten voor het behoud van een consistente zelf presentatie
Original languageEnglish
Pages (from-to)225-234
JournalPublic relations review
Volume30
Publication statusPublished - 2004

Keywords

  • corporate identity

Cite this

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title = "Managing corporate visual identity: use and effects of organizational measures to support a consistent self-presentation",
abstract = "It is generally acknowledged that corporate visual identity (CVI) is an important element of identity, reputation, and relationship management. Academic research has focused strongly on the strategic and design aspects of CVI, and neglected the operational level. This article addresses one of the major operational issues: the problem of ensuring a consistent use of a CVI. Based on a survey among employees of 20 large Dutch organizations, this study compares the use, perceived importance, and effects of various (structurally and culturally embedded) measures organizations may take to support the consistency of their CVI. Little correspondence was found between the use, perceived importance, and effectiveness of the various measures. Although technical tools (such as templates) and access for all employees to up to date guidelines were prevalent in the use and perceived importance analyses, one of the underexposed culturally embedded measures—i.e., managers setting an example—appeared to be a crucialfactor in maintaining a consistent CVI.",
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author = "{van den Bosch}, Annette and {de Jong}, Menno and Wim Elving",
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Managing corporate visual identity: use and effects of organizational measures to support a consistent self-presentation. / van den Bosch, Annette ; de Jong, Menno; Elving, Wim.

In: Public relations review, Vol. 30, 2004, p. 225-234.

Research output: Contribution to journalArticleAcademicpeer-review

TY - JOUR

T1 - Managing corporate visual identity: use and effects of organizational measures to support a consistent self-presentation

AU - van den Bosch, Annette

AU - de Jong, Menno

AU - Elving, Wim

PY - 2004

Y1 - 2004

N2 - It is generally acknowledged that corporate visual identity (CVI) is an important element of identity, reputation, and relationship management. Academic research has focused strongly on the strategic and design aspects of CVI, and neglected the operational level. This article addresses one of the major operational issues: the problem of ensuring a consistent use of a CVI. Based on a survey among employees of 20 large Dutch organizations, this study compares the use, perceived importance, and effects of various (structurally and culturally embedded) measures organizations may take to support the consistency of their CVI. Little correspondence was found between the use, perceived importance, and effectiveness of the various measures. Although technical tools (such as templates) and access for all employees to up to date guidelines were prevalent in the use and perceived importance analyses, one of the underexposed culturally embedded measures—i.e., managers setting an example—appeared to be a crucialfactor in maintaining a consistent CVI.

AB - It is generally acknowledged that corporate visual identity (CVI) is an important element of identity, reputation, and relationship management. Academic research has focused strongly on the strategic and design aspects of CVI, and neglected the operational level. This article addresses one of the major operational issues: the problem of ensuring a consistent use of a CVI. Based on a survey among employees of 20 large Dutch organizations, this study compares the use, perceived importance, and effects of various (structurally and culturally embedded) measures organizations may take to support the consistency of their CVI. Little correspondence was found between the use, perceived importance, and effectiveness of the various measures. Although technical tools (such as templates) and access for all employees to up to date guidelines were prevalent in the use and perceived importance analyses, one of the underexposed culturally embedded measures—i.e., managers setting an example—appeared to be a crucialfactor in maintaining a consistent CVI.

KW - bedrijfsidentiteit

KW - huisstijl

KW - management

KW - corporate identity

M3 - Article

VL - 30

SP - 225

EP - 234

JO - Public relations review

JF - Public relations review

SN - 1873-4537

ER -