Approach to the design of corporate identity

Abstract

The corporate form of organization is being used in many spheres of economic and social activity. Public enterprises and development corporations have swelled the ranks of the mass of existing private sector companies. All corporations face the problem of evolving, establishing and utilizing a corporate identity. This paper discusses the objectives of corporate identity programmes and an approach to develop such programmes. The effectiveness of selected corporate identification symbols is assessed by a pilot empirical study. Inferences are drawn from this study regarding improvement of corporate identity programmes.