This is the revised version of the original Strathclyde Statement on corporate identity by the ICIG. It was drafted as a collaborative effort by leading academics and identity consultants at Strachur, Loch Fyne, Argyll, Scotland, UK, on 17 and 18 February 1995:
"Every organisation has an identity.
It articulates the corporate ethos, aims and values and presents a sense of individuality that can help to differentiate the organisation within its competitive environment. When well managed, corporate identity can be a powerful means of integrating the many disciplines and activities essential to an organisation’s success. It can also provide the visual cohesion necessary to ensure that all corporate communications are coherent with each other and result in an image consistent with the organisation’s defining ethos and character.
By effectively managing its corporate identity an organisation can build understanding and commitment among its diverse stakeholders. This can be manifested in an ability to attract and retain customers and employees, achieve strategic alliances, gain the support of financial markets and generate a sense of direction and purpose.
Corporate identity is a strategic issue.
Corporate identity differs from traditional brand marketing since it is concerned with all of an organisation’s stakeholders and the multi-faceted way in which an organisation communicates."
John M.T. Balmer (Strathclyde University), David Bernstein (Consultant), Adrian Day (Landor Associates), Stephen A. Greyser (Harvard Business School), Nicholas Ind (Consultant), Stephen Lewis (MORI), Chris Ludlow (Henrion, Ludlow & Schmidt), Nigel Markwick (Wolff Olins), Cees B.M. van Riel (Erasmus University Rotterdam), Stephen Thomas (CGI Identity Consultants).
Photo 'Loch Fyne from Strachur' by Matthew Boyle, used under CC BY / croped from original.