ABSTRACT
A clear vision is a key component of corporate strategy, but a corporate design strategy requires design knowledge and capabilities for the emerging, new and unexpected, each strategy drawing upon the other in design-oriented organisations. This chapter draws on theoretical and practical explanations of corporate design, highlighting the key corporate design terms of position, symbolism and coherence. It progresses through business identity structures relevant to design and organisational practices, then looks at the four key design strategy and operational terms and design project considerations. A corporate design strategy and process is important as it ultimately impacts on the company's reputation and the financial markets confidence in the company. Design evolution and applications address the impacts that technology, sociological factors, economics and politics have on the design process, communication channels and audience acceptance. Corporate design facilitates differentiation by using designer perceptive skills and creative abilities to provide an image that is acceptable in the CEO's selected market position.
