Retroactive Corporate Identity

<p>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.</p>

Retroactive Corporate Identity

<p>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.</p>

Silicon Wafers and Office Park Dreams : Cross-Cultural Designs, Aesthetics, and Art in and around California’s Santa Clara Valley

This chapter examines the visual culture of Silicon Valley. I look to Silicon Valley’s “golden years,” exemplified by the establishment of Xerox PARC in the 1970s, and analyse how PARC’s researchers’ embrace of open exchange and experimentation manifested in university campus-like office design. I subsequently consider the morphing of PARC’s design into the monumental corporate architecture of Apple Park, and the work/ play environments of Google and Airbnb. I argue that these late capitalist corporations aestheticize Silicon Valley’s foundational values, transforming the promotion of cross-cultural sharing into empty visual signs that mask economic inequality and displacement. Finally, the chapter discusses collaborations between artists and community groups, facilitated by the San José Museum of Art, which aim to reclaim multiculturalism and resist the area’s unsustainable gentrification.