Technological Experimentation in Corporate Narratives: Visual Identity Design and Corporate Communication
Experimental visual identity design and its integration into corporate narratives. The visual identity audit first analyses the state of the formal construction and management of visual identity markers in relation to the nature of the organisations (mission, vision and business project), their corporate culture and their sector of activity. Secondly, it reviews the extent to which visual identity is integrated into the corporate narrative within the organisation’s intentional communication. Based on this analysis, aspects and actions are identified to help improve the visual identity system and its management as key corporate communication tools: graphic and visual elements, visual rhetorical devices that symbolically convey the brand concept, its values and strategic positioning, and procedures and tools that facilitate its management.
TECHNOLOGY DESCRIPTION
This work focuses on research into organisations’ corporate discourse and narratives through the formal construction of their visual identities. These visual identities can symbolically convey their essence, values and business project, among other aspects.
The knowledge to be transferred is based on an initial analysis and assessment of the state of organisations’ corporate visual identity through an audit, in order to determine the improvements required in terms of redesign, improved management and integration into the repertoire of elements that make up the entities’ intentional communication.
We have experience in conducting visual identity and strategic positioning audits through contracts with entities for consultancy and technical assistance activities provided by Miguel Hernández University of Elche.
TECHNOLOGY APPLICATIONS
The form of corporate visual identity is closely linked to advertising, marketing and design, and drives creativity and innovation in the field of corporate and institutional cultural development for entities operating in different sectors, including businesses, institutions and third-sector organisations.
ADVANTAGES AND INNOVATIVE ASPECTS
Contemporary visual identities are no longer conceived merely as standalone communication and identification tools. Instead, they contribute to creating organisations’ corporate image in a coordinated and consistent way, alongside their other advertising audiovisual products and intentional corporate communications.
Today, brand survival is influenced by new consumer demands, such as consumers’ direct involvement in production and their critical awareness of the social and environmental responsibility expected of organisations. These and other emerging demands affect the construction of a brand’s entire imagery, including its visual identity.
The innovative nature of this proposal lies in its cross-cutting approach to visual identity, embedding it within the full range of corporate and advertising communications in order to create an effective corporate narrative capable of addressing the new challenges facing organisations and responding to the demands of today’s consumers.
RELEVANT PROJECTS
Contract for consultancy and technical assistance activities between Miguel Hernández University of Elche and Lucentia Lab SL for an audit of strategic communication positioning and corporate visual identity.
APPLICATION SECTORS
- Corporate communication
PRINCIPAL RESEARCHER
Rocío Cifuentes Albeza – Social Sciences and Humanities