Corporate identity is about good communication, about building lasting relationships with stakeholders—employees, suppliers, and customers. In this arena, design management plays a significant role. Products, packaging, a logo, promotional brochures, reports, facilities, and myriad other designed items all deliver messages about a company. The challenge is to be certain those messages are relevant, persuasive, and mutually reinforcing, strengthening an organization’s reputation. How to create and manage this critical design asset is the theme explored in the pages of this issue.
The Delicate Business of Designing and Managing Perceptions
Designing and Building a Corporate Reputation
Thomas J. Kosnik
An Interview with Frank Stanton
The Rockwater Story
Imaging, Computing, and Designing Minds
Corporate Language: Creating a Verbal Identity
Corporate Identity and the Behavioral Dimension
Diagnosing Corporate Identities
Managing Corporate Identity
Success in Retailing Identities
Small and Better: The Consumer-driven Advantage in Japanese Product Design
Using Interior Design to Sharpen Your Corporate Identity
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