Corporate IdentityAndres Wanner, SIAT IAT 102 Graphic Design

Corporate IdentityAndres Wanner, SIAT 2009 The Menu -Lecture: Corporate Design, Otl Aicher -Colour lecture -Arnhem: Pictures, Symbols and Signs

Corporate IdentityAndres Wanner, SIAT 2009 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 IdentityAndres Wanner, SIAT 2009 Corporate Identity consists of  Corporate Behavior (CB)  Corporate Communication (CC)  Corporate Design (CD)

Corporate IdentityAndres Wanner, SIAT 2009 Corporate Behavior  Behavior of the company  producing technologies  treatment of employees, customers, business partners  cultural, political, social behavior, sustainability etc.

Corporate IdentityAndres Wanner, SIAT 2009 Corporate Communication  Marketing-communication (branding)  internal informations, collaboration between departments  product informations, telephone service, etc.

Corporate IdentityAndres Wanner, SIAT 2009 Corporate Design

Corporate IdentityAndres Wanner, SIAT 2009 History of corporate design Peter Behrens, , AEG, „face of a company“ Otl Aicher, HfG Ulm, 1960s, Corporate Identity, Lufthansa, Braun

Corporate IdentityAndres Wanner, SIAT 2009 Otl Aicher – Lufthansa Values: - social (for everybody) - technological - national (German qualities) - commercial (not state-run) - market-oriented (service, quality)

Corporate IdentityAndres 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 IdentityAndres 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 IdentityAndres Wanner, SIAT 2009 Printed matters

Corporate IdentityAndres Wanner, SIAT 2009 Airplaines

Corporate IdentityAndres Wanner, SIAT 2009 Applications

Corporate IdentityAndres 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 IdentityAndres 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 IdentityAndres Wanner, SIAT 2009 brand architecture monolithic supported individual

Corporate IdentityAndres Wanner, SIAT 2009 Examples

Corporate IdentityAndres Wanner, SIAT 2009 SIAT brand

Corporate IdentityAndres Wanner, SIAT 2009 Clothing concept Migros, Ida Gut, 2005

Corporate IdentityAndres Wanner, SIAT 2009 Corporate Architecture: Masterplan Novartis Campus, Lampugnani, 2002

Corporate IdentityAndres Wanner, SIAT 2009 Colour

Corporate IdentityAndres Wanner, SIAT 2009 Arnhem: “Pictures, Symbols and Signs”

Corporate IdentityAndres Wanner, SIAT 2009 Next week: Quiz - Read Sturken “Practices of Looking” - Read Arnhem “Pictures, Symbols, Signs” - Revise your answers from the reading guides

Corporate IdentityAndres Wanner, SIAT 2009

Corporate IdentityAndres Wanner, SIAT 2009 FIN