CORPORATE IDENTITY IN SPACE ...

Text: Sebastian Bäthies

The corporate identity (CI) is the centrepiece of a company. It defines all the characteristics that make up a company, giving it a unique character and defining its image. Even more importantly, an organisation can use its CI to set itself apart from its competitors. That is why the right corporate identity is a decisive factor for the success of an organisation.

The CI was not actually invented, but it already has a long tradition. Even in the Middle Ages, princes, kings, cities etc. used coats of arms to identify themselves. These were used for identification purposes. With the onset and progression of industrialisation and the introduction of trademark protection laws, major brands have emerged over the decades. Corporate identity was initially more of an unconscious process and emerged naturally. This is because the identity of companies developed automatically without a CI being developed in advance, as is the case today.

The corporate identity makes a company unique and competitive.
Every company has a corporate identity, but not every company uses it to its advantage - but, it exists. Similar to a human being, identity forms the corporate character and corporate culture. As a result, the corporate identity is lived and dynamic and can develop over time. In addition, the CI creates internal and external orientation and trust. After all, these are the decisive factors that create a corporate image that in turn decides whether a target group identifies with a brand or not.The corporate identity makes a company unique and competitive.
Every company has a corporate identity, but not every company uses it to its advantage - but, it exists. Similar to a human being, identity forms the corporate character and corporate culture. As a result, the corporate identity is lived and dynamic and can develop over time. In addition, the CI creates internal and external orientation and trust. After all, these are the decisive factors that create a corporate image that in turn decides whether a target group identifies with a brand or not.

Ms Atzgerstorfer, what role does space play for an organization - in connection with corporate identity?

Bettina Atzgerstorter:
«The space directly reflects the culture of an organization. On the basis of the premises, for example, you can quickly recognize the prevailing and prevailing hierarchies. In addition, the room design also shows how an organization works together and how employees communicate with each other. It is often significant how much the employees can appropriate the space. This shows a strong expression when it comes to the «visibility of work», that is, when meaning is an essential factor of a corporate culture!»

What would you say, which parameters play a role in the interior design for organizations?

Bettina Atzgerstorfer:
«In the interior design, all factors of the corporate identity must be taken into account. We consider corporate behaviour, corporate culture, corporate communication and ultimately the corporate design of an organization as factors of corporate identity.

In corporate behaviour, we map the behaviour and movement of employees in the room. For example, the placement of coffee points or project workstations can reflect the type of cooperation. 
Corporate culture is about the presentation of working methods and functions in space. This can be seen, for example, in the implementation of «activity based working». Different work zones are implemented for different activities and functions.  

In corporate communication, it is important to analyze how employees interact and communicate. Accordingly, we plan the necessary spatial infrastructure, for example the lounge. A lounge as a «meeting hub» for coffee conversations etc. but only works if the corporate culture allows this and demands and promotes it accordingly.

In corporate design, we make sure that the identity of the organization is implemented in the room design. However, this is not about transferring the colours of the company logo into chair and wall paint, but about putting the employees at the center and translating the visual design language of the organization into space.» 

To what extent does room design influence corporate culture?

Bettina Atzgerstorfer:
«A company needs a corporate identity concept because the majority of products and services are interchangeable.
The aim is to create your own corporate personality with a high recognition value. A well thought-out and uniform corporate identity determines how a company is perceived by the public and its own employees.

The corporate identity offers the opportunity to stand out from competitors. Because success is no longer defined only by price, performance and quality.

In today’s world, it is relevant which idea is behind a company and how this idea is presented. In the end, in addition to the product, customers also buy the brand and the feeling that is triggered in them.
Interior design is therefore one of the greatest levers for influencing corporate culture. It reflects the work culture and, above all, the corresponding models.
The way in which people work (together) can be directly influenced by the design of the space, for example by creating alternative jobs that support employees in the best possible way in the performance of their activities, inspire and motivate. Space is a simple lever for an organization to position itself in the market.» 

What is the significance of employees in interior design?

Bettina Atzgerstorfer:
«Employees must play a major role by participating in the design of the premises. Basically, it is about the employees being able to appropriate the space - this supports the foundation of meaning and identity in the medium to long term, the so-called «shared purpose» and thus the bond to the company. 
The globalization of the working world, the change in values in society and the general shortage of skilled workers fuel the so-called «war for talents» - the difficulty of finding top graduates for your own company.  This can be counteracted with a coherent and attractive corporate culture.
Employees must be able to move around the room and also shape it. At the end of the day, the room must be able to support the employees in the best possible way in the implementation of their activities».

Thank you very much Mrs Atzgerstorfer!

The connection between corporate identity and space is crucial to create a uniform and coherent corporate image. Corporate identity encompasses the overall picture of a company that reflects its values, mission, vision, culture and personality. It is the core of what the company stands for and how it is perceived by the public.

In order to achieve the synergy between corporate identity and space, it is important that the design of the room as well as the factors described above are included in the considerations for corporate identity from the outset.
A company should always ask itself what message it wants to convey with its space and how this corresponds to the overall message of the corporate identity. Through a carefully thought out and planned design of the space, a company can strengthen its identity and build a positive brand image that is perceived both internally and externally.