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By: Annette L.M. van den Bosch and Menno D.T. de Jong
University of Twente, Enschede, The Netherlands, and
Wim J.L. Elving
University of Amsterdam, Amsterdam, The Netherlands
Purpose – Corporate visual identity (CVI) comprises all the symbols and graphical elements that
express the essence of an organisation. Although it is by far the most visible and tangible asset in the
armoury of tools used by the majority of organisations in their interaction with the outside world, the
role of CVI is scarcely mentioned in studies on corporate reputation. Despite the growing interest in
measuring reputation and brand values, little is known about the role of CVI. This article aims to
explore the relationship between CVI and five general dimensions of reputation: visibility,
distinctiveness, authenticity, transparency, and consistency.
Design/methodology/approach – This paper explores the relationship between corporate visual
identity and reputation. In which ways and to what extent can CVI support a corporate reputation?
This exposition of the relationship between reputation and CVI is based on the framework established
by Fombrun and Van Riel and the reputation model they present, which consists of five dimensions:
visibility, distinctiveness, authenticity, transparency, and consistency. This relationship is explored
by investigating these dimensions.
Findings – It is concluded that CVI can, in principle, support each of these dimensions, through the
quality of the design, the range of its application, and the condition of carriers.
Practical implications – CVI must be considered a useful tool that can be successfully applied to
managing the reputation of any organization.
Originality/value – The results will be helpful to communication professionals who deal with
integrated communication and aim
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