Corporate identities constitute a very broad working spectrum. For this reason, the corporate identity institute does not just have a pan-disciplinary focus, it also combines a scientific methodology with cultural, economic and political approaches. Therefore, an important aspect of our working method is to establish close contacts with practitioners from the corresponding fields.have a pan-disciplinary focus, it also combines a scientific methodology with cultural, economic and political approaches. Therefore, an important aspect of our working method is to establish close contacts with practitioners from the corresponding fields. institute

Context

Even though ”Corporate Identity“ has been known about for decades, so far there are very few CI-based research institutes. Seen from this standpoint, it can be described as being a young field of theory and research. Academic work to date has been mainly limited to that done by individuals and as a rule, has only dealt with individual aspects of corporate identity such as corporate communications or nation branding. There has been no holistic view, but this is very relevant for classification and evaluation.

Structure

The corporate identity institute is headed up by Professor Robert Paulmann and cooperates closely with the Design Faculty at the Mainz University of Applied Sciences. Based on this structure, the institute constitutes on the one hand an extension of the educational side while at the same time providing a working and communication platform for external experts and interested parties.
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