Organizational-level visual identity: an integrative literature review

Abstract

PurposeThe aim is to review and discuss main conceptualizations, themes and assumptions within organizational-level visual identity (VI) in order to identify potential avenues of theoretical advancement of VI as an independent construct.Design/methodology/approachAn integrative review approach offers a structured, nuanced perspective on the concept by synthesizing extant literature through an iterative, critical and qualitative process.FindingsThe synthesis identifies three overlapping terms [corporate visual identity (CVI), visual brand identity (VBI) and VI] and two main themes (visual consistency and authenticity). The dominant assumptions underpinning consistency and authenticity are challenged by alternative understandings, which provide a platform for perceiving visual consistency and authenticity in new ways.Research limitations/implicationsThe review offers an overview of organizational-level VI that helps define the concept as well as critical reflections which open up for additional research avenues that may develop it and point to potential areas for exploration.Practical implicationsThe review provides practitioners with a platform for discussing how to approach visual identities with regards to consistency and authenticity.Originality/valueThe review contributes with a synthesis of VI literature covering 50 years. It offers a structured presentation of and critical discussion on the underlying, dominant assumptions. By challenging these dominant assumptions, a palette of future research opportunities, with potentials to nuance and develop the concept as a unique construct, are presented.

Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

“…First, we used four electronic databases, including Web of Sciences, ProQuest, Scopus, and Elsevier, to conduct searches. The search strategy was based on recommendations from previous relevant reviews [50] and was guided by experienced librarians and academics. We used the following terms and operators for the abstract search: (brand visual identity OR Corporate visual identity OR visual identity OR brand visual OR logo) AND (consumer perception OR Consumer cognition OR Consumer conception OR Consumer experience OR consumer attitude OR perception OR attitude).…”

“…Previous research on organisational-level visual identity literature reviews and discusses the main concepts, themes, and assumptions in organisational-level visual identity [50]. Therefore, this study aims to gain an in-depth understanding of the impact of brand visual identity on consumer attitudes and behavioural outcomes towards the brand through a systematic literature review.…”

Brand new: how visual context shapes initial response to logos and corporate visual identity systems

“…Corporate visual identity is one element that contributes to brand equity, the value that a company holds in the mind of the consumer, “including awareness, perceived quality, loyalty, and associations” (Aaker, 1996, p. 104). Traditionally, a corporate visual identity is predominantly assumed to be controlled by the company and applied consistently across a brand’s communication channels, although these perceptions may be shifting as new research on visual branding is conducted (Gregersen and Johansen, 2021). A corporate visual identity serves as the tangible manifestation of brand equity, helping frame and shape the relationship between consumers and corporate entities.…”

“…Because of the perceived importance of brand equity, research has focused on identifying ways that a visual identity can shape a consumer’s perception of a company and build brand loyalty. (Aaker, 1996; Airey, 2014; Balmer, 2008; Gregersen and Johansen, 2021; Parris and Guzmán, 2022).…”

A Comprehensive Review on Time-honoured Chinese Medicine Brands of Visual Identity

“…Most of the research on established brands is from the perspective of the company and the brand, and there is relatively little research on the consumer's acceptance from the consumer's perspective Most of the existing research on established brands focus on the level of corporate management or cultural elements (Yi, 2020). (Gregersen & Johansen, 2021) have combed visual identity from the corporate and organisational levels and emphasised that visual consistency and authenticity can strengthen corporate image. Meanwhile, scholars have taken a nostalgic cultural perspective Lin & Zheng (2016) to symbolise brand image and a communication perspective (Zhao, 2011).…”