期刊名称：Marketing of Scientific and Research Organisations
印刷版ISSN：2353-8503
电子版ISSN：2353-8414
出版年度：2015
卷号：16
期号：2
页码：92-119
DOI：10.14611/minib.16.02.2015.06
语种：English
出版社：The Institute of Aviation
摘要：The goal of this article is to highlight the essence of visual identification and rebranding,as well as to discuss elements of corporate identity,which are subject to revitalization in the process of refreshing the image of a brand.In the first part the article the analysis of the term visual identification is conducted.In the analysis special attention is drawn to the role of visual identification in creating a coherent identity of an organization.In the subsequent chapters further components of corporate identity are presented in detail – starting with logotype,through business forms,advertisements,accompanying materials and Internet websites to signs on buildings.Moreover,corporate identity book as a collection of standards and guidelines for application of corporate identity rules is discussed.The deliberations are based on the study of literature.The last chapter presented the transformation of the brand of Institute of Aviation.
关键词：business forms;company image;corporate identity;corporate identity manual;logotype;minib;rebranding;trademark;visual identification;visual identity;visual identity book
