企業理念の表現手法としてのデザインの役割と可能性 : ケーススタディにみる企業アイデンティティの変遷プロセス

抄録

In what way has design, in the form of corporate symbols, trademarks and symbol marks, been made use of as a method of representation of those "corporate ideals" that a corporation establishes as their enduring spiritual foundation? Why does design have such a role to begin with? Through investigation of three companies, Fuji Heavy Industries Inc., House Food Products Inc., and Kao Inc., as case studies, I have researched the aims constructed by design. In recent years many corporations have established the ideal that, "The Customer comes First." From this I suggest that, beyond the usual role of superficial visual recognition that is constructed via design, there will be a demand in the future for materialization of corporate morality through such symbols for which I have gone on to explain "moral design" itself as being an effective method.