Visual and Multimodal Research in Organization and Management Studies

12The Use of Logos in Post-Merger Identity Construction at Aalto University

Multimodality in general and visuality in particular play a central role in inter-organizational communication. In this chapter, we will exemplify the role of visuality in post-merger identity-building. We will focus on the role of logos, that is, emblems or symbols used by organizations to promote specific identities or images of themselves. The case in point is the recent university merger that led to the creation of Aalto University in Helsinki, Finland. Based on this case analysis, we elucidate the use of visual logos in internal and external identity-building and specifically argue that such identity deals with authenticity, distinctiveness, self-esteem, enabling/constraining ...