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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.A corporate identity audit has been developed in 9 steps. These 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). If the corporate identity audit process is to be taken as an...

26 March, 2010 /

There are some proposals from different authors. It seems that the proposals depend on the point of view of the authors. If authors write from the perspective of corporate consultants, then they develop a rough process that uses the business language and it should appeal to the boards of the corporations.Such a business proposal of a process approach in developing a corporate identity or other design fields to gain a competitive advantage usually include different steps:articulating the firm's competitive strategy;design requirements and resources;ensuring communication among design and other functions;the design brief;measuring performance (Olson et al., 2000). It is somehow obvious that designers themselves need some different and more specific information.The specific and different information could be presented in complex models or could be put in simple laws of corporate design that are the constitution of the...

20 March, 2010 /

The first thing that design should be able to do is to clearly articulate the value it is offering. And if the intention for design is to become strategic, then it is important to be able to articulate the strategic value of design.How to achieve the strategic level of design? Important is to know how to quantify the contribution of design. And at the same time, it is important to know, how the design will become the essential strategic resource to achieve the overall mission of the organisation. When a design is taken seriously in the business process it is important to remember that establishing and maintaining mutually valuable relationships and being ready for design counseling to everyone in the organization is of critical importance. And last but not least to work with business people...

19 March, 2010 /

In design we are able to name almost 40 career profiles. Human resource expert and author, Roz Goldfarb, explains that not necessarily all of these profiles are from design schools, but they definitely have an important role to play in the design process....

06 March, 2010 /

Design ladder is a concept or better to say a method that Danish Design Center (DDC) developed to measure the level of design activity adopted by a company.It has four stages:+ no use of design;+ design as styling;+ design as a process, and+ design as strategy.Out of that DDC developed two special programs. One is the Designer ISO - a certification program for design companies and the other is in-service training in design management aiming primarily toward executives who are not designers by profession. In Denmark, they know that Design-Aware Executive is important.Source:Ulla Havgaard Ramlau and Christina Melander. 2004. In Denmark, Design Tops the Agenda. Design Management Review. 15/4....

05 March, 2010 /