<abstract xmlns="http://www.w3.org/1999/xhtml"><p> 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.</p></abstract>

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.

Visual Identity and Rebranding

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Visual Identity and Rebranding"}

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...

Visual Identity and Rebranding

Published Online: May 30, 2017

Page range: 91 - 119

DOI: https://doi.org/10.14611/minib.16.02.2015.06

Keywords
rebranding, visual identity, corporate identity, visual identification, logotype, trademark, business forms, visual identity book, corporate identity manual, company ima

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Visual Identity and Rebranding

Published Online: May 30, 2017

Page range: 91 - 119

DOI: https://doi.org/10.14611/minib.16.02.2015.06

Keywordsrebranding, visual identity, corporate identity, visual identification, logotype, trademark, business forms, visual identity book, corporate identity manual, company ima

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
rebranding, visual identity, corporate identity, visual identification, logotype, trademark, business forms, visual identity book, corporate identity manual, company ima