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.

Articles

The Delicate Business of Designing and Managing Perceptions
Thomas Walton

Designing and Building a Corporate Reputation 
Thomas J. Kosnik

An Interview with Frank Stanton
Alan Siegel

The Rockwater Story
Susan Lee

Imaging, Computing, and Designing Minds
Klaus Krippendorff

Corporate Language: Creating a Verbal Identity
Ken Morris

Corporate Identity and the Behavioral Dimension
Wally Olins

Diagnosing Corporate Identities
Tony Spaeth

Managing Corporate Identity
Paul Argenti

 

Success in Retailing Identities
Rodney Fitch

Small and Better: The Consumer-driven Advantage in Japanese Product Design
Hirotaka Takeuchi

Using Interior Design to Sharpen Your Corporate Identity
Michael Bourque