Organisational Branding: The Visual Language Of Teams

Branding is at the core of our society; its applications extend far beyond the limitations of the corporate sphere. Organisations create a unique language of visual signifiers that have the power to communicate values and unite individuals. These create tribes of people with common beliefs and goals—they create teams. In this publication I examine the visual signifiers of three teams: The All Blacks, Survivor New Zealand, and the Nazis. Although each team has a vastly different reason for existence and a distinct visual style, they communicate their identity through the same visual elements, which extend far beyond the realms of graphic design. The associations people create between these visual signifiers and experiences create a cohesive brand mythology.