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Dressed for Success? – Tech startupsuppfattning om värdet av den visuellaidentiteten
Dalarna University, School of Technology and Business Studies, Graphic Arts Technology.
Dalarna University, School of Technology and Business Studies, Graphic Arts Technology.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Dressed for Success? – Tech startupsperception of the value of the visualidentity (English)
Abstract [sv]

Att ett bra varumärke kräver en tydlig visuell identitet råder inget tvivel om,

men vad innebär det i praktiken? Syftet med föreliggande studie var att

undersöka tech startups uppfattning om värdet av den visuella identiteten.

Genom semi-strukturerade djupintervjuer med nio respondenter från nio olika

tech startups, samt en affärscoach, undersöker studien således hur tech startup

värderar den visuella identiteten i förhållande till hur de hittills har arbetat med

den.

Den generella uppfattningen, utifrån intervjuerna, visade att den visuella

identiteten är viktig. Samtliga respondenter har uppdaterat den visuella

identiteten en eller ett flertal gånger med anledning av att den visuella

identiteten har vuxit fram med tiden.

I studien framkom det även att tech startups, vars grundare hade en bakgrund

inom design eller kommunikation, hittat sin visuella identitet tidigt även om

enklare uppdateringar har genomförts.

Trots att samtliga respondenter understryker vikten av den visuella identiteten

betonar de emellertid vikten av att inte kunna mäta design. Då startups i

allmänhet, men tech start synnerhet, har begränsat med resursers ses det som en

risk att prioritera det visuella, vilket bidrar till att tech startup istället fokuserar

på andra områden som är mer akuta än den visuella identiteten.

Abstract [en]

There is no doubt that a great brand requires a clear visual identity, but what

does it mean in practice? The objective of this study was to investigate the tech

startups perception of the value of the visual identity. Through semi-structured

interviews, with nine respondents from nine different tech startups, as well as a

business coach, the study analyses how tech startups evaluate the visual identity

in relation to how they have been working with it.

The general view, based on the interviews, showed that the visual identity is

important, where all respondents have updated the visual identity one or several

times thus, the visual identity has evolved over time.

The study also revealed that tech startups whose founders had a background in

design or communication found its visual identity on a early stage, albeit

smaller updates have been done.

Although all respondents emphasize the importance of the visual identity, they

see measureability of design, as a problem. As startups in general, but tech

startups in particular, have limited resources, prioritizing the visual identity is

seen as a risk. Therefor tech startups tend to prioritize other aspect above the

visual identity.

Place, publisher, year, edition, pages
2017.
Keywords [en]
Visual identity, Tech startup, Start up, Graphic design, Resources
Keywords [sv]
Visuell identitet, Tech startup, Start up, Graphic design, Resurser
National Category
Visual Arts
Identifiers
URN: urn:nbn:se:du-26908OAI: oai:DiVA.org:du-26908DiVA, id: diva2:1170460
Available from: 2018-01-02 Created: 2018-01-03

Open Access in DiVA

fulltext(340 kB)24 downloads
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Type fulltextMimetype application/pdf

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