Toby Braddon

Corporate identity theory essay

Introduction
In this essay I will talk about corporate identity theory, which will include
logos and colours, also I will be talking about corporate design, corporate
communication and lastly corporate behaviour. My channel is going to BBC
3.

Paragraph 1-corporate identity theory

A corporate identity is a persona of a corporation or business to the

majority of the public. This would be people such as employees, customers
and investors. It is the main priority for the corporate communications
department to hold and build this identity accord to be able to facilitate
the attainment of business objectives. It should be visibly manifested by
the way of branding and the use of trademarks. Corporate identity
happens when there is a common ownership of an organizational
philosophy, which would be illustrated, in a non existent culture.
Corporate identity would help organisations to be able to answer
questions such as where are we going? And who are we? The
public would feel as if they have ownership of the philosophy. In
general, this amounts to a corporate title, logo (logotype and/or
logogram) and supporting devices commonly assembled within a
set of guidelines. These guidelines govern how the identity is
applied and confirm approved colour palettes, typefaces, page
layouts and other such.

http://en.wikipedia.org/wiki/Corporate_identity

Paragraph2-corporate design

The ident that Im using is BBC3, this uses such colours as purple and pink,
the first colour is purple and this would symbolize nobility, luxury, power
and ambition. It would convey wealth and indulgence. They would also use
the colour purple because according to a recent survey almost 75% of
people prefer purple to all other colours. The colour pink represents a
delicate colour that would mean sweet, nice, charming and tenderness.
BBC three logo design is colourful and bright to stand out to the audience;
it would attract people to watch it. A corporate design is the proper
graphical design of the logo and the name of a business or it could be the
institution that is used on letterheads, forms, folders and brochures.
Corporations do have certain design needs determined on their act. They
link their mission, objectives, needs, and product information -- with users,
clients, or members; with suppliers, distributors, service providers; with

Toby Braddon
the nearby community and the mass media; with business institutions and
other corporations, and with the state.

Paragraph 3-corporate communication

BBC three will advertise their channel on TV and via their website to pull in
people to watch there channel. They will include programs that are for the
younger generation between 16-34 and they will show the channel after
seven in the evening because the channel will include swearing and other
things that people aged less than 16 can watch. On the BBC three website
they will have information for the public to look at and this information
consists of the different programs that they are going to be showing. They
will show there programmes on repeat on their website called BBC iPlayer
if you need to catch up or missed a programme you wanted to see. They
will have TV mags with set times of when certain programmes start on
BBC three. Corporate communication is a set of activities involved
in managing and orchestrating all internal and external
communications aimed at creating favorable point of view among
stakeholders on which the company depends. [1]It is the messages
issued by a corporate organization, body, or institute to its
audiences, such as employees, media, channel partners and the
general public.

http://en.wikipedia.org/wiki/Corporate_communication

Paragraph 4-corporate behaviour

The channel needs to be disciplined about focusing on the

young - its centre of gravity will be 16-34 year-olds: people
who are young in spirit and mind-set.

BBC Three is Never Afraid to Try New Things and thats

why we will continue to innovate with breakthrough
comedy, stand-out entertainment, brave documentary and
intelligent factual formats. Our content needs to have
potential to innovate across platforms.

BBC Three should provide an environment for the

development of new ideas and talent and for existing talent
to take risks, becoming a genuine laboratory for BBC One
and BBC Two.
http://www.bbc.co.uk/commissioning/briefs/tv/browse-bychannel/bbc-three/

BBC three starts there programme at seven in the evening because of

watershed. This is where they are allowed to show programmes with
swearing in them and other types of things. When BBC3 start there
broadcast at seven they are only allowed to show certain content. They
would include programmes with no swearing and no nudity from seven till

Toby Braddon
nine in the evening. BBC three will be allowed to show programmes with
swearing and nudity after nine in the evening and there target audience
would be towards 16-35 year olds because this is the type of content that
this particular age group are into, such as family guy. The reason that BBC
three chose to have this time period is because it is when the very young
generation dont watch TV.BBC three arent allowed to show to much
nudity because nudity is rated 18 and they target a 16-35 audience.
Conclusion
In this essay I have explained what corporate identity theory is and how it
works in BBC three, I have explained what corporate design is and
corporate communication and lastly corporate behaviour I have explained
the different colours in BBC three to show why they are different and what
the colours and there logo mean.