Visual Identity: Promoting and Protecting the Public Face of an Organization

Contents: Preface. I: Promotion of visual identity. 1. Introduction to basic concepts: What is visual identity? 2. Communicating a visual identity. 3. Developing and Launching a New visual identity. 4. Changing an existing visual identity. II: Protection of visual identity. 5. Research as protection: Visual identity audits. 6. Beyond the Law: Protecting identity from the inside out. 7. Trademark Law. 8. Copyright Law. Appendix. Index.

Brands, companies and organizations like people have personalities and most of what we know and think about their personalities comes form visual identity. A visual identity is the strategically planned and purposeful presentation of the brand or  organization for the purpose of conveying a positive image to the public. Basically this is the brand company, or organizations visual presentation of itself, including but not limited to its name, logo tag line, color palette and architecture and even sounds.

Visual identity explores the promotion and protection of visual identity from an organizational brand perspective (corporate, nonprofit, etc.), rather than a product brand perspective. The book devotes four chapters apiece to the promotion of visual identity and the protection of visual identity. Every chapter draws from current research and contains real-world examples and case studies that illustrate the key concepts.

Visual identity not only helps readers to understand the meaning and value of an organizations visual identity but provides hands on advice on how to promote and protect the identity. It can be used in a wide range of courses, including those on corporate branding, corporate image, corporate communication, public relations campaigns, or advertising campaigns. (jacket)