Analyse the Similarities and Differences Between Contemporary Corporate Visual Identity and Traditional Heraldry. Be Sure to Take Into Account the Similarities and Differences Between Modern and Medieval Organisations.
Topics: Management, Marketing, Health care, Finance, United States, Customer service / Pages: 12 (2772 words) / Published: Dec 17th, 2012

1.0 Introduction
Traditional heraldry and contemporary corporate visual identity (CVI) are the two systems that communicate the idea of identification. Identification is not only for modern world, as far back as during medieval ages, identification already started in the form of heraldry. Traditional heraldry uses different design approach but mainly is to communicate identity. Even though both identity systems exist in two different eras, they share the similar purpose, which is mainly to identify. Moreover, designs and symbolism also play an important role on identification. For example, the McDonald’s Golden Arches logo (Figure 1), which resembles an “M” for “McDonald’s”, is a famous logo that can be easily recognized.
There are some design elements commonly applied in both identity system such as symbols, colours, shapes and various representations of images. Thus, traditional heraldry and CVI can be compared according to their design elements. Both systems can be different and similar from the symbols of design, which application is different due to various situations.
This essay aims to analyse the similarities and differences between CVI and traditional heraldry of modern and medieval organization from the perspective of designs, functions and symbolism.

Figure 1: McDonald’s Golden Arches logo

2.0 The roles and design of identity system

2.1 Traditional heraldry
According to Frutiger (1998, p. 318), heraldry derives from the herald, which is the messenger or proclaimer who in medieval times often functions as a diplomat. Their costumes bore witness to their membership of a group or sovereign power by their appearance, so that they would distinctly identifiable from the enemy camp. One of the earliest evidence of heraldry design comes from King Henry I of England, who placed a coat of arms around the neck of his son-in-law Geoffrey V in 1127 while knighting him. Heraldry started to



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