The Authenticity of Organizational-Level Visual Identity in the Context of Strategic Communication

Abstract

ABSTRACT With the purpose of addressing authenticity as a central concept for organizational-level visual identity, the paper contributes to growing scholarly interest in the role of symbols and images in the context of strategic communication. The paper theoretically and empirically explores conceptualizations and assumptions related to visual identity authenticity. Theoretically, it demonstrates how the dominant approach to authenticity rests on three interrelated assumptions: that a real organizational identity essence exists; that it can and should be aligned with a corresponding visual identity; and that such visual identity can transmit the essence as part of strategic communication. However, additional approaches to authenticity challenge and nuance the essentialist approach by operating with alternative, processual assumptions related to the nature of organizational identity, visual identity, and strategic communication. Empirically, the paper develops the identified theoretical approaches though practitioner insights. In particular, the empirical work consists of interviews with ten agency strategists focused on how they understand visual identity authenticity. Combined, the theoretical and empirical work offer a complex perspective on organizational-level visual identity authenticity, which goes beyond the essentialist approach by adding dynamic, aspirational, and consumer-driven approaches. These different approaches, in turn, have distinctive implications for visual strategic communication.