OUGD601 - Essay - Chapter One Research

Chapter 1: What is visual Identity? 

To function properly, a company must develop its own identity, based on a unique design and well-defined graphics. All of these components make up the ‘visual identity’. Consisting of the name, logo, font, colour and signature style, the visual identity is essentially the story of a company and the values ​​that it wishes to convey. It is essential for a brand asserting themselves through both print and online media, and is one of the fundamental pillars of the communication strategy of an organisation.

A key element of the visual identity is, of course, the logo. It allows an organisation to not only be recognised, but remembered. The creation of a logo is not something to be taken lightly, and it is always a good idea to meet with professional designers. Specialists in communication and design identify your needs, tastes and personality and bring them together to build a powerful logo. An integral part of visual identity, it gives you the opportunity to differentiate yourself from competitors.

In order to remain uniform in its communication, it is necessary to follow graphic standards. Effective graphic standards are crucial for a company wishing to maintain consistency in their graphic identity.

- https://www.drimlike.com/en/blog/brand-identity-why-is-it-so.html

• Seeing a sign and thinking of the institution and it's reputation etc. Chandler Semiotics.
• 'There often is a gap between what a company believes about its brand and what the consumers think about that brand (Schultz & Schultz, 2003). However, to close this gap, a company can strive to meet its consumers’ needs and wants by creating brand recognition, or having its brand identity match the brand image consumers have in their minds. Brand Identity and Brand Image In order to help facilitate the brand recognition process, a company must create and maintain a brand identity or brand image. According to Schultz and Schultz (2003), brand identity and brand image are the views or impressions held about a brand by the brand owners as well as customers and prospects. “Both identity and image are based on the values, attributes, traits, and personalities associated with the brand by the various stakeholder groups” (Schultz & Schultz, 2003, p. 307)'
• How has it changed in the past 50 years
• Managing a brand and its identity became very important in the 1940s and 1950s as corporations began to venture into global markets,
• The need for flexibility, screen based media
• What is a strong visual identity? - Vignelli on continuity
• Shouldn't rebrand something unless absolutely necessary
• How has our idea of visual identity changed from 80s to today. 

Theories 

Modernism - Socialist, equalitarium benefits all society. Neutral in aesthetic. Shouldn't be culturally loaded as that shoes hierarchy. Neutral and functional.

Postmodernism - Logos and branding are expressive themselves. Expressive.

Theories - Why should Graphic Design benefit the public/society

Physchological theories - Freud - Unconcious

Victor Papanek - Design for the real world.

Sources:

https://www.drimlike.com/en/blog/brand-identity-why-is-it-so.html