Corporate Visual Identity (CVI) and Reputation Management behavior communication symbols CVI image/reputation CVI is only one of the means organizations have to build on their image/reputation

Organizational functions of CVI promoting visibility/recognizability supporting organizational structure enhancing employee identification CVI Contributing to image/reputation is only one of the functions CVI has within organizations expressing organizational features facilitating internal processes external internal

Three levels of CVI research strategic level identity structure international strategy operational level CVI system design process CVI operations CVI consistency design level corporate name logo slogan typography

Van der Geest & Loorbach Using a visual card sort –Participants created groups of cards that they felt “belonged together” For 44 design elements For 24 web pages –Participants labeled the groups –(Interview about their motives)

Van den Bosch Qualitative research to explore internal causes for inconsistent CVI use –Leadership –Strategy and policy –People –Partnerships and resources –Processes