Communication style standards in the corporate identity manuals of the Spanish Public Administration
DOI:
https://doi.org/10.3145/epi.2011.may.06Keywords:
Corporate identity manuals, Visual identity, Administrative documents, Transmittal documents, Diplomatic structure.Abstract
Corporate identity manuals used by Spanish public administrations at the state, regional or local level set the standards for the respective corporate image that is displayed to the public. Corporate image is not a static concept, but evolves with society. Concepts such as logo, typography, format and print materials are defined, as well as the stationery for the three most common communications of administrative action: internal memo, inter-office document, and letter.
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