Corporate Identity Andres Wanner, SIAT 2009

04

IAT 102 Graphic Design

Corporate Identity Andres Wanner, SIAT 2009

The Menu

- Lecture: Corporate Design, Otl Aicher

- Colour lecture

- Arnhem: Pictures, Symbols and Signs

Corporate Identity Andres Wanner, SIAT 2009

Corporate Identity

Corporate Identity Andres Wanner, SIAT 2009

Corporate Identity

- Corporate Identity is the “Identity” of a Company, institution or organisation

- Personality / character of an organisation

- Organisation acts consistently

- is perceived acting consistently

Corporate Identity Andres Wanner, SIAT 2009

Corporate Identity

consists of

- Corporate Behavior (CB)

- Corporate Communication (CC)

- Corporate Design (CD)

Corporate Identity Andres Wanner, SIAT 2009

Corporate Behavior

- Behavior of the company

- producing technologies

- treatment of employees, customers, business partners

- cultural, political, social behavior, sustainability etc.

Corporate Identity Andres Wanner, SIAT 2009

Corporate Communication

- Marketing-communication (branding)

- internal informations, collaboration between departments

- product informations, telephone service, etc.

Corporate Identity Andres Wanner, SIAT 2009

Corporate Design

Corporate Identity Andres Wanner, SIAT 2009

History of corporate design

Peter Behrens, 1907-1914, AEG, „face of a company“

Otl Aicher, HfG Ulm, 1960s, Corporate Identity, Lufthansa, Braun

Corporate Identity Andres Wanner, SIAT 2009

Otl Aicher – Lufthansa 1962-64

Values:

- social (for everybody)

- technological

- national (German qualities)

- commercial (not state-run)

- market-oriented (service, quality)

Corporate Identity Andres Wanner, SIAT 2009

Basic elements of a corporate design

- Logo and Logotype

- Corporate Typography

- Corporate Picture

- Corporate Colour

- Corporate Architecture

- Materials

- Design principles / CD-manual

Corporate Identity Andres Wanner, SIAT 2009

Task of a corporate design

not only design of a company logo

consistent design of all visual components to form a distinctive appearance

Corporate Identity Andres Wanner, SIAT 2009

Printed matters

Corporate Identity Andres Wanner, SIAT 2009

Airplaines

Corporate Identity Andres Wanner, SIAT 2009

Applications

Corporate Identity Andres Wanner, SIAT 2009

Otl Aicher:

„The outside is a reflection of the inside“

Designer as a philosopher of the enterprise, who makes their philosophy visible.

Corporate Identity Andres Wanner, SIAT 2009

Benefits of Corporate Design

- visualization of values

- distinguishing from the environment

- continuity in the appearance towards inside and outside

- increase recoginition

- motivation of employees, identification

Corporate Identity Andres Wanner, SIAT 2009

brand architecture

monolithic

supported

individual

Corporate Identity Andres Wanner, SIAT 2009

Examples

Corporate Identity Andres Wanner, SIAT 2009

SIAT brand

Corporate Identity Andres Wanner, SIAT 2009

Clothing concept Migros, Ida Gut, 2005

Corporate Identity Andres Wanner, SIAT 2009

Corporate Architecture: Masterplan Novartis Campus, Lampugnani, 2002

Corporate Identity Andres Wanner, SIAT 2009

Colour

Corporate Identity Andres Wanner, SIAT 2009

Arnhem: “Pictures, Symbols and Signs”

Corporate Identity Andres Wanner, SIAT 2009

Next week: Quiz

- Read Sturken “Practices of Looking”

- Read Arnhem “Pictures, Symbols, Signs”

- Revise your answers from the reading guides

Corporate Identity Andres Wanner, SIAT 2009

Corporate Identity Andres Wanner, SIAT 2009

FIN