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Visual Identity: Promoting and Protecting the Public Face of an Organization
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Description: Brands, companies, and organizations, much like people, have personalities, and most of what we know and think about their personalities comes through visual identity. A visual identity is the strategically planned and purposeful presentation of the brand or organization in order to gain a positive image in the minds of the public, including--but not limited to--its name, logo, tagline, color palette and architecture, and even sounds.
This practical guide explores visual identity from an organizational brand perspective (coporate, non-profit, etc.), rather than a product brand perspective. It not only helps readers to understand the meaning and value of an organization's visual identity, but also provides hands-on advice on how to promote and protect the identity. Each chapter draws from current research and also contains real-world examples and case studies that illustrate the key concepts.
Selected Contents:
Preface and Acknowledgments
PART 1. PROMOTION OF VISUAL IDENTITY
1. Introduction to Basic Concepts: What Is Visual Identity?
Organization Defined
Visual Identity Defined
Discussion of Identity Elements
Name
Promotion Strategy
Summary
Case Study: Developing a Visual Identity for Cakewalk Pastry
Case Discussion Questions
Bibliography
2. Communicating a Visual Identity
What Is IMC?
IMC Process
IMC and Visual Identity
Message Consistency and Information Processing
Criticism of IMC
IMC and Media Tactics
Summary
Case Study: Kitchens-By-Design Develops an Integrated Marketing Plan
Case Discussion Questions
Bibliography
3. Developing and Launching a New Visual Identity
London 2012
The Cost of a New Visual Identity
Visual Identity Launches
Style Guides
The External Launch of a New Visual Identity
The Internal Launch of a New Visual Identity
Summary
Case Study: The Spasiba Foundation Launches Nationally
Case Discussion Questions
Bibliography
4. Changing an Existing Visual Identity
Thinking Strategically about Visual Identity Changes: The Extent of the Change
When Should a Visual Identity Change?
The Logistics of Promoting a Visual Identity Change
Public Reaction to Visual Identity Changes
Legal Issues Related to Visual Identity Changes
Summary
Case Study: Cycle Challenge Changes Its Name
Case Discussion Questions
Bibliography
PART 2. PROTECTION OF VISUAL IDENTITY
5. Research as Protection: Visual Identity Audits
Visual Identity Audits Defined
The Visual Identity Audit Process
Summary
Case Study: Farrington State College Audits its Visual Identity
Case Discussion Questions
Bibliography
6. Beyond the Law: Protecting Identity from the Inside Out
Protective Tactics
Employee Involvement in Identity Protection
Summary
Case Study: Protecting the "Lovin' Stuff" Visual Identity from Itself
Case Discussion Questions
Bibliography
7. Trademark Law
What Is a Trademark?
Trademark Classification
Beyond the Singular Trademark
Trademark Registration Process
Trademark Symbols
Violations of Trademark Law
Fair Use of Trademarks
Summary
Case Study: Careline, Inc.
Case Discussion Questions
Bibliography
8. Copyright Law
Philosophy of Copyright Law
Copyright Defined
What Will Copyright Protect?
To Register or Not to Register a Copyright
Copyright Notice
Who Owns a Copyright?
Rights Secured by Copyright
Fair Use of Copyrighted Materials
Copyright Terms
Proving Copyright Infringement
Summary
Case Study: Kids 4 Kids Creates An Ad Campaign
Case Discussion Questions
Bibliography
Appendix: Organizational Visual Identity Checklist
Index
Comment(s): " Visual Identity is an insightful book that captures both critical theories and practices in the field. It is well written, thorough, and well structured. Susan Alessandri provides excellent guidance to both students and practitioners in understanding the issue of organizational identity." -- T C Melewar, Brunel University
    
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