Integrated image management: The contribution of design

Abstract

This paper assesses the contribution of design to the process of image construction within the context of organizations, substantiating the importance of its integrated management. It focuses on design’s instrumental role in ensuring that the meaning, performance and appearance of an organization’s products, services, environments and communication are consistent with both its strategy and goals. The coordination and integration of design within the framework of an organization is discussed in relation to its recent history. A definition of design management is proposed, its relevance and operational boundaries clarified, with a particular focus on image management and the relationship between design and visual identity: the organization’s nucleus of identification.