Corporate visual identity: The re-branding of France Télécom
Corporate visual identity: The re-branding of France Télécom
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企业视觉识别：法国电信的品牌重塑
DOI：
10.1057/palgrave.bm.2540233
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发表时间：
2005
影响因子：
4.1
通讯作者：
N. Srivoravilai
中科院分区：
文献类型：
--
作者：
T. Melewar;G. Hussey;N. Srivoravilai
跨国公司越来越强调自己的企业和品牌身份，试图树立良好的形象和声誉。全球化、兼并和收购、放松管制和私有化等持续趋势加速了协调和统一公司不同的全球身份和形象的需求。本文的目的是将一些与企业视觉识别管理相关的学术理论应用于一个具体的工作实例中。法国电信于2000年3月推出了新的视觉标识。本文试图建立法国电信的身份方案的创意产品背后的理由，同时寻找有关其实施和影响的问题。与这一领域相关的各种各样的文献将被用来批判这一过程，主要是从视觉识别的角度。在探讨法国电信的视觉品牌重塑计划之前，将概述一般的企业形象竞技场，特别是视觉形象，以便将案例置于更广泛的学术背景中。
Global companies are increasingly emphasising their corporate and brand identities in trying to project a favourable image and reputation. Ongoing trends such as globalisation, mergers and acquisitions, deregulation and privatisation have accelerated the need to coordinate and harmonise companies' disparate global identities and images. The purpose of this paper is to apply some of the academic theory related to corporate visual identity management in a concrete, working example. France Télécom unveiled its new visual identity in March 2000. This paper seeks to establish the rationale behind the creative product of France Télécom's identity programme, while looking at issues pertaining to its implementation and impact. The wide variety of literature relating to this area will be used to critique the process, mainly from a visual identity perspective. Before exploring France Télécom's visual re-branding programme, the corporate identity arena in general will be outlined, with specific reference to visual identity, in order to put the case in its wider academic context.