Visual identity of a selected university – the scope, process of implementation, management

- Marcin Gębarowski, Ph.D.

Image is one of key elements which determines whether contemporary market entities achieve a competitive advantage. This is also true in case of universities which compete with each other – mainly to attract students. The image of a university in its environment is to a large extent determined by consistent application of the system of visual identity, which includes recommendations concerning the functioning of an organization in the sphere of markers (symbolism). The basic goal of this article is to define the factors conditioning the efficient utilization of such systems by universities. Exemplification of the process of planning and implementing solutions from the area of visual identity was carried out on the basis of Rzeszow University of Technology. Reference was also made to the effects of functioning of the system of visual identity of the university from Podkarpacie region through the investigation of the students’ awareness of the existence of a standardized structure of markers and the perception of current utilization of its elements. In the supplement a division of universities in Poland, according to the scope of held systems of visual identity was carried out.

Marcin Gębarowski, Ph.D., Rzeszów University of Technology, Poland – assistant professor at the Department of Marketing at the Faculty of Management of the Rzeszów University of Technology. For many years he has been dealing with the issue of fairs and exhibitions. His doctoral work was devoted to marketing significance of fairs. He has published over 70 articles concerning detailed aspects of organization of participation in trade fairs in magazines and academic publications. He is the author of a book titled „Współczesne targi. Skuteczne narzędzie komunikacji marketingowej”. He is interested not only in fairs, but also in territorial marketing, merchandising, advertisement and non-standard forms of promotion.

DOI: 10.14611/minib.14.04.2014.12

Contact: marcing(at)

MINIB, 2014, Vol. 14, Issue 4
Resize of Open_Access_logo_PLoS_white Available in Open Access.

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