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The process of corporate design creation – marketer vs. graphic designer

Author

Listed:
  • Zuzana Kupková

    (Tomas Bata University in Zlín, Zlín, Czech Republic)

Abstract

The contribution Process of the corporate design creation is dealing with the different point of view of participants at the process of creating of corporate design. The aim is to analyze the process and to research conflicts between marketing specialists and graphic designers appearing during their cooperation. According to findings of the research the model of process of creating visual style is defined. Based on practical experience the difference between the ideal model and the real situation is set here.

Suggested Citation

  • Zuzana Kupková, 2017. "The process of corporate design creation – marketer vs. graphic designer," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 12(2), pages 34-42.
    • Handle: RePEc:cub:journm:v:12:y:2017:i:2:p:34-42
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    More about this item

    Keywords

    corporate design; graphic design; marketing; corporate identity;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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