Texture and texturization in organizational identity design and legitimacy work

In this chapter, I focus on how texture is mobilised to meet key semiotic demands of contemporary capitalism, such as the need to communicate distinctive identities within generic formats, like those that are typically used in corporate branding and media. In other words, texture is often used to foreground specificity (for example, in the guise of locality or diversity) within otherwise standardised communication practices. In doing so, texture also contributes to linking organizational identity design with the promotion of particular experiential meanings and types of provenance, which, in turn, foster concrete forms of attachment to different values.