Retroactive Corporate Identity

Corporate identity and corporate architecture are two vital parts of a corporation that co-exist to express goals and values. However, due to an unsynchronised relationship there is a lack of synergy between corporate identity and corporate architecture. A review of corporate identity history, strategies, tools and methods, and chronological interpretations of corporate architecture found that there is a lack of systematic approaches to translate and implement corporate identity to corporate architecture. Fisher & Paykel Appliances’ corporate identity was translated and implemented to 215 Lambton Quay, Wellington through a design case study. This translation and implementation to existing corporate architecture showed that a systematic approach to address lack of synergy was possible through the use of an architectural mission statement and five implementation techniques. Furthermore, translation and implementation shall be treated as a system and not a step-by-step approach, therefore allowing any further research to adapt to the context of the corporate identity and corporate architecture ensuring a synergetic relationship.