Corporate visual identity in local government: The use of the logo

Within corporate visual identity research, the logo has been highlighted as a key element which can represent the organisation to internal and external stakeholders. This paper investigates the role of the logo as part of corporate visual identity in a not-for-profit context. The focus of the research is local government. As part of an exploratory piece of work, content analysis of all the logos used by local councils in Tasmania, Australia, took place. A typology is drawn up which highlights the elements present within logos. The occurrence of these elements, and the consequences of this for logo design and corporate visual identity, is also discussed. It is shown that various commonalities and differences can be observed within the units of analysis. The implications of this piece of work for practitioners are set out. Further research is suggested which builds on this visual audit and uncovers the perceptions held by those that are employed in local government and their various constituencies.