Uniting complexities: The role of visual communication design in shaping the identity of the Nordic Co-operation
Author
Term
4. semester
Publication year
2022
Submitted on
2025-12-22
Pages
37
Abstract
Visual identity plays a crucial role in how organisations communicate their values, structure and operations to stakeholders. In complex political organisations in particular, visual communication can serve an important function in conveying clarity and cohesion. This thesis examines the role of visual communication design in constructing and communicating the identity of Nordic Co-operation. Nordic Co-operation is the umbrella term used for the organisational entity comprising the Nordic Council of Ministers, the Nordic Council, and the institutions operating under the Council of Ministers. The aim of this study is to investigate how visual communication may be used for strengthening the identity of Nordic Co-operation and clarifying its structure, objectives and activities for target audiences. The research is informed by theories of organisational identity, reputation and semiotics, with an emphasis on the interaction between internal organisational culture and external image. The study was conducted with a qualitative research approach. The data consisted of key documents guiding the visual communication of Nordic Co-operation, as well as semi-structured interviews with experts who had been involved in the development and management of the visual identity. The data were analysed using thematic analysis. On the basis of the findings, a design proposal was developed employing art-based methods, prototyping and toolbox-based ideation techniques. The findings indicate that the current visual identity effectively communicates unity, continuity and neutrality. However, it also obscures the distinctive characteristics of the organisation’s different institutions, thereby making it more difficult for audiences and stakeholders to identify the responsibilities of different actors. A visual language that prioritises standardisation and neutrality limits the visual identity’s capacity to make the organisation’s structure, hierarchy and concrete impacts visible. The proposed design solution demonstrates how visual communication can be applied flexibly within the framework of the existing visual identity without compromising the organisation’s coherent visual expression. This thesis contributes to research on visual communication within the context of the public sector and political organisations. It demonstrates how strategically employed graphic design can enhance the transparency and understandability of complex governance structures and support organisations in the management of their identity.
Keywords
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