Irini PITSAKI, Alison RIEPLE and Natalie NIXON
In the present research, we examine design as a major contributor to the
formation of identity. We refer to two notions of identity: one within an
organisational context, and another, which exists externally among the
clients. We show that these concepts are strongly linked and constitute an
element of strategic performance. Furthermore, we suggest that in the
cultural industries, a clear and consistent corporate identity must be shared
internally between the group of employees and externally; ideally, a cultural
organisation, because of its non-profit, educational, ethical, etc. status, would
like to see its identity perfectly matched with that of its audience.
Organisational brand identity signals what the corporation is and does.
Therefore, it provides reasons to be favoured by clients and helps to build
loyalty and attachment to the company. This is a deeply selective and
interpretive process and one that plays a major role in strategy. In the
present paper, we review key texts on identity formation in relation to design
and brand strategy; we describe a case study of various museums and
galleries; and finally, we arrive at a set of conclusions about the role of design
in the articulation of a clear and distinctive identity for both cultural
corporations and individuals interested in cultural products.
PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014
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