Organizational-level visual identity: an integrative literature review

Purpose The aim is to review and discuss main conceptualizations, themes and assumptions within organizational-level visual identity (VI) in order to identify potential avenues of theoretical advancement of VI as an independent construct. Design/methodology/approach An integrative review approach offers a structured, nuanced perspective on the concept by synthesizing extant literature through an iterative, critical and qualitative process. Findings The synthesis identifies three overlapping terms corporate visual identity (CVI), visual brand identity (VBI) and VI and two main themes (visual consistency and authenticity). The dominant assumptions underpinning consistency and authenticity are challenged by alternative understandings, which provide a platform for perceiving visual consistency and authenticity in new ways. Research limitations/implications The review offers an overview of organizational-level VI that helps define the concept as well as critical reflections which open up for additional research avenues that may develop it and point to potential areas for exploration. Practical implications The review provides practitioners with a platform for discussing how to approach visual identities with regards to consistency and authenticity. Originality/value The review contributes with a synthesis of VI literature covering 50 years. It offers a structured presentation of and critical discussion on the underlying, dominant assumptions. By challenging these dominant assumptions, a palette of future research opportunities, with potentials to nuance and develop the concept as a unique construct, are presented.