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Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Anna Mezinova
Logo and Corporate Identity: Interaction in Educational Sphere
Integrated Communications
(Master’s programme)
10
2017
For our dissertation theme, we study and explore the problem of the logo influence on the student’s corporate identity. As a result of the research, we reveal the relationship between the students' perception of the logo and their level of corporate identity.

In the theoretical part, we focus on the definition of visual culture, visual identity and logo as well as what place it takes in the university's communicative strategy. One of the tasks of the research was to analyze the phenomenon of the university's corporate identity, single out its indicators and determine the role of students' corporate identity in promoting the university brand. Since we study the logo and corporate identity in regards to the promotion of the university brand, we research the current situation related to educational branding and marketing in Russia.

In the practical part, we explore how the perception of the logo by HSE students affects the factors of their corporate identity. Our methodology of the work is based on the use of expert interviews and questionnaires using projective questions to identify students' behavior patterns and corporate identity factors. In conclusion, we believe that the factors of visual perception affect the corporate identity and give recommendations based on the use of the logo in the communications of the university.

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