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0 4. IAT 102 Graphic Design. The Menu. Lecture: Corporate Design, Otl Aicher Colour lecture Arnhem: Pictures, Symbols and Signs. Corporate Identity. Corporate Identity. Corporate Identity is the “Identity” of a Company, institution or organisation

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  1. 04 IAT 102 Graphic Design

  2. The Menu • Lecture: Corporate Design, Otl Aicher • Colour lecture • Arnhem: Pictures, Symbols and Signs

  3. Corporate Identity

  4. Corporate Identity • Corporate Identity is the “Identity” of a Company, institution or organisation • Personality / character of an organisation • Organisation acts consistently • is perceived acting consistently

  5. Corporate Identity • consists of • Corporate Behavior (CB) • Corporate Communication (CC) • Corporate Design (CD)

  6. Corporate Behavior • Behavior of the company • producing technologies • treatment of employees, customers, business partners • cultural, political, social behavior, sustainability etc.

  7. Corporate Communication • Marketing-communication (branding) • internal informations, collaboration between departments • product informations, telephone service, etc.

  8. Corporate Design

  9. History of corporate design • Peter Behrens, 1907-1914, AEG, „face of a company“ • Otl Aicher, HfG Ulm, 1960s, Corporate Identity, Lufthansa, Braun

  10. Otl Aicher – Lufthansa 1962-64 • Values: • - social (for everybody) • - technological • - national (German qualities) • - commercial (not state-run) • - market-oriented (service, quality)

  11. Basic elements of a corporate design • Logo and Logotype • Corporate Typography • Corporate Picture • Corporate Colour • Corporate Architecture • Materials • Design principles / CD-manual

  12. Task of a corporate design • not only design of a company logo • consistent design of all visual components to form a distinctive appearance

  13. Printed matters

  14. Airplaines

  15. Applications

  16. Otl Aicher: • „The outside is a reflection of the inside“ • Designer as a philosopher of the enterprise, who makes their philosophy visible.

  17. Benefits of Corporate Design • visualization of values • distinguishing from the environment • continuity in the appearance towards inside and outside • increase recoginition • motivation of employees, identification

  18. brand architecture • monolithic • supported • individual

  19. Examples

  20. SIAT brand

  21. Clothing concept Migros, Ida Gut, 2005

  22. Corporate Architecture: Masterplan Novartis Campus, Lampugnani, 2002

  23. Colour

  24. Arnhem: “Pictures, Symbols and Signs”

  25. Next week: Quiz • - Read Sturken “Practices of Looking” • Read Arnhem “Pictures, Symbols, Signs” • Revise your answers from the reading guides

  26. FIN

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