Pratbubblan: den röda tråden : En studie av Karlstads Stadsnäts visuella kommunikation

Sammanfattning: The purpose of this study is to investigate whether Karlstad City Fiber Network visual elements in the form of a pair of speech bubbles fit into the organization's holistic external communication and branding. The study examines whether Karlstad City Fiber Network image of the organization and the speech bubbles match the stakeholders view and how the visual elements are perceived and recognized by stakeholders. The theory associated with the study is theories of corporate visual identity, image, identity and branding and visual communication. These three elements are important to be aware of when a generation of an effective external communications. Qualitative interviews with employees at Karlstad City Fiber Network and Karlstad municipality has undertaken to give an idea of ​​what the organization wants to achieve and what their opinions are. Karlstad City Fiber Network wants stakeholders to perceive the brand building marketing records as playful, with a twinkle in his eye and inviting to dialogue while the direct information shall be straight and free of jargon. The organization wishes that stakeholders see them as a safe choice as well as local and accessible for inhabitants of Karlstad. Karlstad City Fiber Network sees it as a great advantage to be taken of Karlstad Municipality, which also welcomes the urban network is municipal. Through focus group interviews with Karlstad City Fiber Network stakeholders, the inhabitants of Karlstad, it has emerged that the speech bubbles is not recognized, but it is only when the speech bubbles is put into a context, such as newspaper or newsletter that it can be linked to anything that advocates the municipality of Karlstad and dialogue. It is concluded that corporate visual identity is the link between the visual and the context of an organization's marketing. Stakeholders see Karlstad City Fiber Network as a credible organization that is simple yet eye-catching newsletters, but believe that their marketing is somewhat vague and confusing.