Corporate design is an instrument for transformation and, at the same time, a guarantee of continuing corporate recognition (Van Cauwenberge, 2008). And that could be developed only if the proper corporate identity audit has been made.
SCHEME: Ollins, W. & Selame, E., adapted by Savić, M.
We have structured a corporate identity audit into the:
+ Preparation.
+ Execution.
+ Results.
All 9 steps are: + step 1: select the audit team; + step 2: asses key elements in the corporate identity; + step 3: determine who should be interviewed; + step 4: conduct audit interviews; + step 5: audit corporate identity factors; + step 6: summarize salient points; + step 7: determine the options for change; + step 8: present the audit results; + step 9: use the audit data to improve the corporate identity (Ollins and Selame, 2002).
Sources:
Ollins, Wally and Selame Elinor. 2002. The Corporate Identity Audit. Pearson Education. 130 p.
Van Cauwenberge, Rennat. 2008. Corporate design instrument for change. In a transition, the corporate design should fit the new mental attitude in de Bruijne A.; P Brandt, Hans; de Boer, Sieds. (ed) 2008. Identity 2.0. Bis Publishers. 229 p.
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