0
Corporate Identity 
Beyond just branding 
© Florian Vollmer,
Intro 
Identity as 
a system 
From 
identity to 
identifying 
Conclusion
© Florian Vollmer,
© Florian Vollmer,
© Florian Vollmer,
© Florian Vollmer,
© Florian Vollmer,
© Florian Vollmer,
© Florian Vollmer,
© Florian Vollmer,
Intro 
Identity as 
a system 
From 
identity to 
identify 
Conclusion
What is identity?
Who we want to be. 
The relationship of appearance, 
communication and actions 
A philosophy uniting 
a community
What’s the dictionary 
definition?
identity 
n 1: the distinct personality of an individual regarded as a 
persisting entity; "you can lose your identity whe...
identify 
1: recognize as being; establish the identity of someone or 
something; "She identified the man on the 'wanted' ...
How to think about identity?
Intention take note recognize create affinity 
Operation 
cognition 
memorize 
Key take-away I see, #1: 
I hear 
Identific...
What creates identity?
First impression 
Human Interaction 
Qualities 
visual appearance 
posture, gesture, facial expression 
attention, friendl...
Sum = Culture Corporate Culture
Intro 
Identity as 
a system 
From 
identity to 
identify 
Conclusion
Corporate Identity! 
Key take-away #3: 
CI is planning for the future 
23 
© Florian Vollmer,
Corporate Identity 
Who we are or what we 
want to be 
Corporate Behavior 
How we interact 
Corporate 
Communication 
How ...
Corporate Identity 
Who we are or what we 
want to be 
Corporate Behavior 
How we interact 
Corporate 
Communication 
How ...
Intro 
Identity as 
a system 
From 
identity to 
identify 
Conclusion 
© Florian Vollmer,
How does one stand out from the masses? 
How do you integrate human qualities? 
How to protect CI into the future? 
© Flor...
© Florian Vollmer,
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SDL 02 Corporate Identity 2014

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Corporate Identity is moving and more of a conversation between a brand and their customers than ever. This presentation looks at the basics of any successful CI system.

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Transcript of "SDL 02 Corporate Identity 2014"

  1. 1. Corporate Identity Beyond just branding © Florian Vollmer,
  2. 2. Intro Identity as a system From identity to identifying Conclusion
  3. 3. © Florian Vollmer,
  4. 4. © Florian Vollmer,
  5. 5. © Florian Vollmer,
  6. 6. © Florian Vollmer,
  7. 7. © Florian Vollmer,
  8. 8. © Florian Vollmer,
  9. 9. © Florian Vollmer,
  10. 10. © Florian Vollmer,
  11. 11. Intro Identity as a system From identity to identify Conclusion
  12. 12. What is identity?
  13. 13. Who we want to be. The relationship of appearance, communication and actions A philosophy uniting a community
  14. 14. What’s the dictionary definition?
  15. 15. identity n 1: the distinct personality of an individual regarded as a persisting entity; "you can lose your identity when you join the army" [syn: personal identity, individuality] 2: the individual characteristics by which a thing or person is recognized or known; "geneticists only recently discovered the identity of the gene that causes it"; "it was too dark to determine his identity"; "she guessed the identity of his lover" 3: an operator that leaves unchanged the element on which it operates; "the identity under numerical multiplication is 1" [syn: identity element, identity operator] 4: exact sameness; "they shared an identity of interests" [syn: identicalness, indistinguishability] Source: WordNet ® 2.0, © 2003 Princeton University
  16. 16. identify 1: recognize as being; establish the identity of someone or something; "She identified the man on the 'wanted' poster" [syn: place] 2: give the name or identifying characteristics of; refer to by name or some other identifying characteristic property; "Many senators were named in connection with the scandal"; [syn: name] 3: consider (oneself) as similar to somebody else; "He identified with the refugees" 4: conceive of as united or associated 5: identify as in botany or biology, for example [syn: discover, key, key out, distinguish, describe, name] 6: consider to be equal or the same; "He identified his brother as one of the fugitives" Source: WordNet ® 2.0, © 2003 Princeton University
  17. 17. How to think about identity?
  18. 18. Intention take note recognize create affinity Operation cognition memorize Key take-away I see, #1: I hear Identification = Affinity identification comparison I identify identification I identify myself with Subject real qualities facts character physical manifestation aesthetic qualities recognizability charisma mental qualities affinity motifs self understanding Result to get to know recognize identify
  19. 19. What creates identity?
  20. 20. First impression Human Interaction Qualities visual appearance posture, gesture, facial expression attention, friendliness voice, wording Key take-away #2: Identity is deeply human. age, gender, character group affiliation, values system, education, life goals
  21. 21. Sum = Culture Corporate Culture
  22. 22. Intro Identity as a system From identity to identify Conclusion
  23. 23. Corporate Identity! Key take-away #3: CI is planning for the future 23 © Florian Vollmer,
  24. 24. Corporate Identity Who we are or what we want to be Corporate Behavior How we interact Corporate Communication How we talk Public Relations How we present ourselves to the public Corporate Design How we present ourselves visually Advertising How we communicate our products and services Communication Design The design of media Product Design The design of products Environmental Design The design of our built environment Corporate Wording How we talk to each other Corporate Culture Goals and values Corporate Image How we are perceived by others Corporate Organization How we work together Service Design How we interact with our customers Social Media How we interact visibly with the public Ecosystem Design The design of product systems and brand partners
  25. 25. Corporate Identity Who we are or what we want to be Corporate Behavior How we interact Corporate Communication How we talk Public Relations How we present ourselves to the public Corporate Design How we present ourselves visually Advertising How we communicate our products and services Communication Design The design of media Product Design The design of products Environment Design The design of our built environment Corporate Wording How we talk to each other Corporate Culture Goals and Values Corporate Image How we are perceived by others Corporate Organization How we work together Internal Customer-Facing Corporate Identity (CI) Service Design GPDL © Florian Vollmer,
  26. 26. Intro Identity as a system From identity to identify Conclusion © Florian Vollmer,
  27. 27. How does one stand out from the masses? How do you integrate human qualities? How to protect CI into the future? © Florian Vollmer,
  28. 28. © Florian Vollmer,
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