'Recognizing the need is the primary condition for design.'
By Wally Olins
• Corporate identity makes the organisation’s strategy, structure and vision visible.
• Every organisation has a unique identity. A corporate identity programme
enables that identity to be managed and projected to all of its audiences.
• In order to develop an effective identity programme, the builders of an
organisation must have a clear idea about what drives it – its vision
• They must set up and sustain a structure which enables the organisation both to
project its identity to the outside world and live it internally.
Why do organisations need to develop a corporate identity?
Companies face challenges to their identity from all sides. These are the principal
reasons why identity is becoming an increasingly important topic in company
• Companies are increasingly merging, especially across national boundaries.
Leaders have to consider how to create a new corporation out of two old and
frequently competing organisations with different and sometimes incompatible
cultures, eg Daimler Chrysler.
• Products and services are becoming increasingly similar, which means that
consumers make purchases on emotional rather than rational grounds. For
example, most customers would be hard-pressed to identify any real difference
between the fuels marketed by Shell, BP, Texaco or Repsol.
• Organisations are forced through changing technologies, deregulation or
globalisation to change the nature of their business and therefore sometimes their
identity has to demonstrate this eg. BT.
What is identity?
Every organisation carries out thousands of transactions every day: it buys, it sells, it
hires and fires, it makes, it paints, it cleans, it promotes, it informs through
advertising, the web and other media– and so on. In all these transactions, the
organisation will in some way be presenting itself – or part of itself – to the various
groups of people with whom it deals. The totality of the way the organisation presents
itself can be called its identity. What different audiences perceive is often called its
Explain the term brand identity
Name two things you would do or consider when developing a brand
Explain your choices
Sketch an idea for a logo for a new brand of computer tablets called ‘T Screen’