The document discusses corporate identity as a complex system beyond just branding. It defines identity and identify, and explains that identity is created through human interactions and qualities. Corporate identity is the core of an intricate system that includes corporate behavior, communication, design, culture, image and organization. It concludes by questioning how to integrate human qualities into corporate identity, protect it over time, and differentiate from competitors.

1. Corporate Identity
Beyond just branding
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2. Intro
Identity as
a system
From
identity to
identify
Conclusion

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11. Intro
Identity as
a system
From
identity to
identify
Conclusion

12. What is identity?

13. Who we want to be.
The relationship of appearance,
communication and actions
A philosophy uniting
a community

14. What’s the dictionary
definition?

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. 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. How to think about identity?

18. Intention take note recognize create affinity
Operation
cognition
memorize
I see, I hear
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
Key take-away #1:
Identification = Affinity

19. What creates identity?

20. First impression
Human Interaction
Qualities
visual appearance
posture, gesture, facial expression
attention, friendliness
voice, wording
age, gender, character
group affiliation, values
system, education, life goals
Key take-away #2:
Identity is deeply human.

21. Sum = Culture Corporate Culture

22. Intro
Identity as
a system
From
identity to
identify
Conclusion

23. Corporate Identity!
23
Key take-away #3:
CI is planning for the future
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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

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
Key take-away #4:
CI is a key element of an intricate system
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26. Intro
Identity as
a system
From
identity to
identify
Conclusion
© Florian Vollmer, 2013 – www.florianvollmer.com

27. How do you integrate human qualities?
How to protect CI into the future?
How does one stand out from the masses?
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