Exploring Visual Identity Design in Finnish Humanitarian Non-profit Organizations
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School of Arts, Design and Architecture |
Bachelor's thesis
Ask about the availability of the thesis by sending email to the Aalto University Learning Centre oppimiskeskus@aalto.fi
Authors
Date
2023
Department
Major/Subject
Design
Mcode
ARTS3101
Degree programme
Bachelor's Programme in Design
Language
en
Pages
45 + 16
Series
Abstract
The rise of visual technologies and social media platforms has had a significant impact on media culture. Visual identity, the visual expression of an organization, is crucial for visibility and reputation. Non-profits were reported to allocate less effort to managing visual identity compared to for-profit organizations. Previous studies proposed to explore visual identity management in non-profit organizations and investigate the role of key stakeholders in using and producing visuals. This thesis aims to explore the design- and implementation practices of visual identity in non-profit organizations. The objective is to contribute to the field of visual communication design by expanding the understanding of visual identity in a non-profit context and bringing attention to its challenges. This research focuses on non-profit organizations dedicated to social and health missions located in Finland. To achieve these objectives, the thesis utilized a qualitative approach and literature review. Eight in-depth interviews were conducted with six employees of non-profit organizations, who are responsible for visual identity and communications, as well as two visual designers, who specialize in brand identity design. The theoretical background incorporated academic articles, qualitative research studies, and textbooks on brand, corporate and visual identity, marketing, communications, and non-profit organizations. The findings highlighted the complexity of visual identity management in the context of humanitarian non-profit organizations, with several key challenges. While the challenges for each organization were unique depending on their missions and specific needs, resources constraints commonly affected visual communications. Moreover, individuals without graphic design training are often involved in creating visual materials. Therefore, visual guidelines need to be accessible and designed in close collaboration with an organization’s stakeholders. In addition, humanitarian non-profit organizations tend to have difficulties with imagery use. Organizations noted the scarcity of high-quality images and emphasized the importance of ethical considerations in portraying people and social issues. Practical implications of these findings are provided for visual communication designers working with the non-profit field or interested in this area and are potentially relevant for non-profit organizations desiring to optimize visual identity management.Description
Supervisor
Chun, NamkyuThesis advisor
Veselova, EmilijaKeywords
visual identity, brand identity, visual identity management, non-profit organizations, humanitarian organizations, visual communications design