Corporate identity

Résumé

A corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public (such as customers and investors as well as employees). The corporate identity is typically visualized by branding and with the use of trademarks, but it can also include things like product design, advertising, public relations etc. Corporate identity is a primary goal of the corporate communications, in order to maintain and build the identity to accord with and facilitate the corporate business objectives. In general, this amounts to a corporate title, logo (logotype and/or logogram) and supporting devices commonly assembled within a set of corporate guidelines. These guidelines govern how the identity is applied and usually include approved color palettes, typefaces, page layouts, fonts, and others. Integrated marketing communications (IMC) Corporate identity is the set of multi-sensory elements that marketers employ to communicate a

Source officielle

https://en.wikipedia.org/wiki/Corporate_identity

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Publications associées (1)

Routines and Practices in Cross-boundary Creative Projects

Giada Baldessarelli

In the past decades, literature on routines and practices has substantially contributed to our understanding of how actors accomplish organizational tasks through repetitive and recognizable patterns of interdependent actions situated in time and space. Yet, research is still needed to uncover how routines and practices unfold in complex and uncertain contexts that require the collaboration across disciplinary and organizational boundaries. Drawing on the literature of routine dynamics and practice theory (Feldman and Pentland 2003, Feldman and Orlikowski 2011), this PhD dissertation adopts qualitative methods to explore routines and practices in temporary, cross-boundary projects that have the goal to develop creative outcomes (i.e., design objects, corporate visual identities). By doing so, this dissertation makes three contributions to the literature. First, it uncovers the dynamics underpinning the temporary clusters of interrelated routines spanning multiple boundaries that concur to accomplish creative outcomes. Second, it enhances our understanding of the role of emotions in routine performance. Finally, it adds to the literature that studies how creative outcomes come about through everyday bottom-up processes. Altogether, this dissertation provides insights on the situated micro- dynamics underpinning temporary collaborations when they involve individuals with heterogeneous skills and different occupational affiliations.

EPFL2018

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