Brands, companies, and organizations, much like people, have personalities, and most of what we know and think about their personalities comes through visual identity. A visual identity is the strategically planned and purposeful presentation of the brand or organization in order to gain a positive image in the minds of the public, including - but not limited to - its name, logo, tagline, color palette and architecture, and even sounds. This practical guide explores visual identity from an organizational brand perspective (corporate, non-profit, etc.), rather than a product brand perspective. It not only helps readers to understand the meaning and value of an organization's visual identity, but also provides hands-on advice on how to promote and protect the identity. Each chapter draws from current research and also contains real-world examples and case studies that illustrate the key concepts.
This two-volume work is intended to map the theoretical heartland of the institutionalist perspective on political economy. Volume I, "Foundations of Institutional Thought", identifies the origins of institutional economics and explores the primary analytical tools in its development. The papers included in Volume II, "Institutional Theory and Policy", consider basic economic processes, institutions for stabilizing and planning economic activities, the role of power and accountability, and emerging global interdependence. Marc R. Tool is the editor of "Journal of Economic Issues".