Who Dat?

A Look Into Corporate Identity, Branding, Visual

Systems

Everett Swain
Name Dat Company
Who Dat?
This logo was originally designed
in 1900
Shell Gas Station
Who Dat?
This logo was originally designed
in 1924
IBM
Who Dat?
This logo was originally designed
in 2002
Mozilla Firefox
Who Dat
This logo was originally designed
in 1934
Canon
Last but not least!
Need a Hint?
Who Dat?
Still Need a Hint?
Who Dat?
This logo was sadly designed this
year of 2010……FAIL
Overview
  Timeline

  Figures

  Corporate Identity

  Branding

  Visual Systems

  Relevancy
  “All companies feel the need to improve the
clarity and effectiveness of their
communications…high quality design, attached
to all our activities, will speak for us and further
improve our competitive position…”

-Rotterdam Import Agency

Timeline
  Ancient Greece

  1700’s

  1800’s

  1950’s
What is Corporate Identity?
  Unique individual personality of the company that differentiates it
from other companies

  Image

  Reputation

  Brand

  Communication
Types of Corporate Identity
Structures
  Organizational identity (p)

  Branded identity (p)

  Monistic Identity (sp)

  Endorsed Identity (sp)

  Pluralistic Identity (sp)

Types of Corporate Identity
Structures Cont.
What is Corporate Identity Cont.
  William Golden

  George Olden

  CBS

  US Postal

  African American
Corporate Identity
  James K. Fogleman

  Coined Term

  CIBA

  Communication

  Advertising

  Promote

  Develop
Branding
  Trademarks

  Name

  Packaging

  Advertising
Branding Cont.
  Facilitates

  Goal

  Producer

  Consumer
Visual Systems
  Grids

  Communication

  Order
Visual Trademark
  Paul Rand

  Reduced

  IBM

  1956 City Medium

  1972 Scan Lines

Who Cares?
  Everywhere

  Social Media

  Bridge

  Daily

  Impact Fields

  Chess
Think About It