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Book Cover
Author Alessandri, Susan Westcott.

Title Visual Identity : Promoting and Protecting the Public Face of an Organization
Published Armonk : Taylor and Francis, 2014
Online access available from:
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Description 1 online resource (177 pages)
Contents Cover; Half Title; Title Page; Copyright Page; Dedication Page; Table of Contents; Preface and Acknowledgments; Part 1. Promotion of Visual Identity; 1. Introduction to Basic Concepts: What Is Visual Identity?; Organization Defined; Visual Identity Defined; Discussion of Identity Elements; Name; Promotion Strategy; Summary; Case Study: Developing a Visual Identity for Cakewalk Pastry; Case Discussion Questions; Bibliography; 2. Communicating a Visual Identity; What Is IMC?; IMC Process; IMC and Visual Identity; Message Consistency and Information Processing; Criticism of IMC
6. Beyond the Law: Protecting Identity from the Inside OutProtective Tactics; Employee Involvement in Identity Protection; Summary; Case Study: Protecting the "Lovin' Stuff" Visual Identity from Itself; Case Discussion Questions; Bibliography; 7. Trademark Law; What Is a Trademark?; Trademark Classification; Beyond the Singular Trademark; Trademark Registration Process; Trademark Symbols; Violations of Trademark Law; Fair Use of Trademarks; Summary; Case Study: Careline, Inc.; Case Discussion Questions; Bibliography; 8. Copyright Law; Philosophy of Copyright Law; Copyright Defined
IMC and Media TacticsSummary; Case Study: Kitchens-by-Design Develops an Integrated Marketing Plan; Case Discussion Questions; Bibliography; 3. Developing and Launching a New Visual Identity; London 2012; The Cost of a New Visual Identity; Visual Identity Launches; Style Guides; The External Launch of a New Visual Identity; The Internal Launch of a New Visual Identity; Summary; Case Study: The Spasiba Foundation Launches Nationally; Case Discussion Questions; Bibliography; 4. Changing an Existing Visual Identity; Thinking Strategically About Visual Identity Changes: The Extent of the Change
What Will Copyright Protect?To Register or Not to Register a Copyright; Copyright Notice; Who Owns a Copyright?; Rights Secured by Copyright; Fair Use of Copyrighted Materials; Copyright Terms; Proving Copyright Infringement; Summary; Case Study: Kids 4 Kids Creates an Ad Campaign; Case Discussion Questions; Bibliography; Appendix: Organizational Visual Identity Checklist; Index
When Should a Visual Identity Change?The Logistics of Promoting a Visual Identity Change; Public Reaction to Visual Identity Changes; Legal Issues Related to Visual Identity Changes; Summary; Case Study: Cycle Challenge Changes Its Name; Case Discussion Questions; Bibliography; Part 2. Protection of Visual Identity; 5. Research as Protection: Visual Identity Audits; Visual Identity Audits Defined; The Visual Identity Audit Process; Summary; Case Study: Farrington State College Audits Its Visual Identity; Case Discussion Questions; Bibliography
Summary Brands, companies, and organizations, much like people, have personalities, and most of what we know and think about their personalities comes through visual identity. A visual identity is the strategically planned and purposeful presentation of the brand or organization in order to gain a positive image in the minds of the public, including - but not limited to - its name, logo, tagline, color palette and architecture, and even sounds. This practical guide explores visual identity from an organizational brand perspective (corporate, non-profit, etc.), rather than a product brand perspective
Notes Print version record
Form Electronic book
ISBN 1317452542