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Corporate Identity Andres Wanner, SIAT 2009
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IAT 102 Graphic Design
Corporate Identity Andres Wanner, SIAT 2009
The Menu
- Arnhem: Pictures, Symbols and Signs
- Game-Activity: Logo-Drawing
- Lecture: Corporate Design, Otl Aicher
- Paul Rand
- Presentations
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, 1960ies, 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
Example HSLU
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
People
1928 Jan TschicholdNew Typography
50-60ies Emil RuderWhite Space
1961Muller-BrockmannThe Grid
60-70iesOtl AicherCorporateDesign
50-70iesPaul RandCorporateDesign
