Quotation Oberg, Achim, Drori, Gili, Delmestri, Giuseppe. 2018. Where history, visuality and identity meet: Institutional paths to visual diversity among organizations. Research in the Sociology of Organizations 54B, 71-99.




Seeking an answer to the question “how does organizational identity change?” we analyze the visual identity marker of universities, namely logos, as time-related artifacts embodying visual scripts. Engaging with the Stinchcombe hypothesis, we identify five processes to the creation of visual identities of organizations: In addition to (1) imprinting (enactment of the contemporary script) and (2) imprinting-cum-inertia (persistent enactment of epochal scripts), we also identify (3) renewal (enactment of an up-to-date epochal script), (4) historization (enactment of a recovered older epochal script), and (5) multiplicity (simultaneous enactment of multiple epochal scripts). We argue that these processes work together to produce contemporary heterogeneity of visualized identity narratives of universities. We illustrate this, first, with a survey of the current-day logos of 814 university emblems in 20 countries from across the world. Second, drawing on archival and interview materials, we analyze the histories of exemplar university logos to illustrate the various time-related processes. Therefore, by interjecting history – as both time and process – into the analysis of the visualization of organizational identity, we both join with the phenomenological and semiotic analysis of visual material as well as demonstrate that history is not merely a fixed factor echoing imprinting and inertia but rather also includes several forms of engagement with temporality that are less deterministic. Overall, we argue that enactment engages with perceptions of time (imaginations of the past, present, and future) and with perceptions fixed by time (epochal imprinting and inertia) to produce heterogeneity in the visualization of organizational identity.


Press 'enter' for creating the tag

Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Research in the Sociology of Organizations
WU Journalrating 2009 A
WU-Journal-Rating new STRAT-B, WH-B
Language English
Title Where history, visuality and identity meet: Institutional paths to visual diversity among organizations
Volume 54B
Year 2018
Page from 71
Page to 99
Reviewed? Y
URL http://www.emeraldinsight.com/doi/full/10.1108/S0733-558X2017000054B003
DOI https://doi.org/10.1108/S0733-558X2017000054B003


Oberg, Achim (Former researcher)
Delmestri, Giuseppe (Details)
Drori, Gili (Hebrew University, Israel)
Institute for Change Management and Management Development IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5307 Business and management economics (Details)
5324 Organizational research (Details)
Google Scholar: Search