Visual identity in organisations and impact on employees' motivation: a case study in a governmental organisation

Abstract

The purpose of this article is to investigate whether the motivation of individuals in teams changes when organisations adopt a visual identity. The study is contextualised by theoretical references and conducts a case study with a team involved in the process of creating the project's visual identity in a public institution. The study concludes that the respondents' behaviour was motivationally enhanced due to the symbolic burden that the visual identity brought to the team, especially at the time of its approval and to a lesser extent during its use. Finally, the article highlights the importance of the designer's role as a strategic element in enhancing organisational performance.