The Corporate Personality: an inquiry Ito the nature of the corporate identity (Wally Olins)

Editor: Wally Olins
Publisher: Design Council
Publication: 1978, First Edition
Binding: Hardcover, section sewn
Pages: 216
Size: 165 x 250
Text: English
ISBN: 0831717807

(Preface) 'Why do companies look the way they do? Why do they build themselves fortresses of steel and glass, stuffed with extravagant black leather furniture like latter-day Versailles? Do they, like Louis XIV, do it for self-glorification? Do they do it without thinking, as a kind of reflex action? Do they do it because that's what all the other big companies do? Or is it part of a master plan to project their image as all-knowing and all-powerful?

Why do almost all emergent nations change their names and start up new international airlines, even when common sense suggests that a jumbo jet is the last thing they need? And why, for that matter, do most national airlines look the same, even when they come from countries that are poles apart?

Where does a brand of goods stop and the company that makes it begin? What is the difference between the identities of the brand and the company and the images that customers and other people have of them...?'

Contents:

• Some definitions and some history
• Different ways of doing it
• A short diversion into national characteristics
• The personality of the modern industrial corporation
• What happens when companies merge
• The company and the community
• The search for the corporate soul
• Corporate identity as a management tool -organisation
• Corporate identity as a management tool -style
• Corporate identity and brand identity
• Names
• The design consultants
• Getting a corporate identity -some practical advice
• Stage1-investigation
• Stage 2-design
• Stage 3-implementation
• Postscript 

Condition: Good. Shelf ware consistent with age. Light rubbing and tanning to cover/edges. Fading to spine/cover.

Standard Postage: Provides 'limited cover' for loss/damage only up to £30GBP. Please select the alternative ‘full cover' option at checkout for more valuable items! Excess shipping charges will be reimbursed. Any import charges/taxes, if incurred, to be covered by the buyer.

4404/14