ABSTRACT
In this chapter, we illuminate the role of multimodality in the construction of organizational identities, specifically through the creation and use of organizational logos. Starting with a brief introduction about the crucial role of identity-building in the context of mergers and acquisitions, we suggest that identity construction requires the use of discursive resources to construct, transform, and sometimes destruct senses of organizational identity. Visual and multimodal elements are instrumental in these efforts. We discuss and illustrate these topics based on the case of the recent university merger that led to the creation of Aalto University in Helsinki, Finland. Through the analysis of the Aalto logo and its history, we show how the intentional use of the logo supported identity-building along the dimensions of authenticity, distinctiveness, self-esteem, future orientation, and power. However, the logo was not uncontroversial, and we also briefly discuss audience reactions that provided alternative interpretations and what has happened after the adoption of the new logo.
