Corporate Identity Design

Corporate America And The New Luminous Environment: Kelly’s work with Johnson, Mies, and Noyes

by Margaret Maile Petty

chapter published in 'The Structure of Light: Richard Kelly and the Art of Architectural Illumination', edited by Dietrich Neumann (New Haven: Yale University Press, 2010), pp. 63-80.

This study examines the career and contributions of Richard Kelly, a central figure in the field of architectural... more This study examines the career and contributions of Richard Kelly, a central figure in the field of architectural lighting design in the USA in the postwar era. Kelly persistently argued for lighting design as a distinct and essential element of every architectural program and as the key mode through which we understand and experience the designed environment. Collaborating with many of the mid-century's most prominent architects, this chapter argues that Kelly played a formative role in the creation of a new visual language of corporate modernity, which was eagerly embraced by a number of significant firms as an important element in the articulation of a modern corporate identity.

Cans and Canines. On likelihood of confusion and perception of trademarks.

by Christian Mosbæk Johannessen

Published in 'Nordisk Immateriellt Rättsskydd' No. 2, 2009.

’Let Our Freak Flags Fly’: Shrek the Musical and the Branding of Diversity

by Eero Laine

Collaboratively authored by: Jessica Brater, Jessica Del Vecchio, Andrew Friedman, Bethany Holmstrom, Eero Laine, Donald Levit, Hillary Miller, David Savran, Carly Griffin Smith, Kenn Watt, Catherine Young, Peter Zazzali

“’Let Our Freak Flags Fly’: Shrek the Musical and the Branding of Diversity” argues that DreamWorks used Shrek the... more “’Let Our Freak Flags Fly’: Shrek the Musical and the Branding of Diversity” argues that DreamWorks used Shrek the Musical to exploit a generic theme of multiculturalism to extend the reach of the Shrek franchise and challenge Disney’s domination of the Broadway market. By bringing a political-economic analysis to bear on the study of commercial theatre, the essay shows that DreamWorks’s marketing strategy—diversification—provided the theme—diversity—for the product it was employing to implement that strategy. Yet because Shrek’s multicultural message is contradicted by the blatant racial stereotyping of Donkey, Shrek’s “jive-spouting sidekick,” the musical in fact epitomizes the contradictions that inform multiculturalism in the early twenty-first-century marketplace and functions as an unlikely emblem of the Age of Obama.

Desired and perceived identities of fashion retailers

by Tony Hines

Source: European Journal of Marketing Volume: 42 Issue: 5/6 2008, pp.682 - 701

Co-authored with: Ranis Cheng, Ian Grime
Keywords: Case studies, Clothing, Corporate identity, Fashion industry, Retailing

Article type: Research paper
DOI: 10.1108/03090560810862589 (Permanent URL)
Publisher: Emerald Group Publishing Limited

Purpose – The paper seeks to examine the role of corporate identity in UK clothing retail organisations, focusing on... more Purpose – The paper seeks to examine the role of corporate identity in UK clothing retail organisations, focusing on the “fast fashion” sector. The aim is to analyse the “gap” between desired identity and perceived identity within the sector.

Design/methodology/approach – An instrumental case study approach was adopted for this research. Companies' web sites and press releases were reviewed to find out the desired identity of organisations, while semi-structured interviews were carried out with customers to elicit the perceived corporate identity. Themes developed from the cases will form the basis of further research.

Findings – This study has shown that although there are similarities, considerable “gaps” are present between the desired and perceived corporate identity of organisations, the latter being more important in understanding the research questions addressed which relate to corporate identity and the gap between desired and perceived identities. A number of propositions have emerged from the findings, which when investigated empirically will be useful for forming corporate identity constructs in the fashion retail sector.

Research limitations/implications – This research provides some useful insights into the role of corporate identity within the fast fashion retail sector; however, it is not sufficient to make generalisable claims outside the cases examined. Further research is required to test some of the conceptual issues and propositions raised by this work.

Practical implications – The paper gives practitioners better insights into the gap between desired and perceived identity with a view to improving strategic interventions to close the gap.

Originality/value – The research makes a contribution to retail identity literature by emphasising the importance of perceived identity. The work is unique in being the first research to explore further the relationship between desired and perceived identity from a fashion retailing perspective. As a consequence the strategic implications from this work for desired identity are highlighted.