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The Practice of Corporate Identity

In: Strategic Public Relations

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  • Nicholas Ind

Abstract

What is corporate identity? It can either be the design of a logo, or a million pound (or dollar) programme that involves evaluating corporate communications, determining a branding structure and implementing a cohesive design system that includes all corporate expressions. The problem is that it is both of these. Not surprisingly the concept of corporate identity is confused. The press use the term as an alternative to logo — ICI’s roundel would be referred to as its corporate identity. Practitioners define it to suit their ends. Public relations advisors advise on it. Writers squabble over its meaning.

Suggested Citation

  • Nicholas Ind, 1995. "The Practice of Corporate Identity," Palgrave Macmillan Books, in: Norman A. Hart (ed.), Strategic Public Relations, chapter 14, pages 232-247, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-13481-6_14
    DOI: 10.1007/978-1-349-13481-6_14
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