Corporate identity design. What does it involve? It is a question that – unfortunately – cannot be answered with a short answer. It depends on a number of factors. One corporate identity is not the other.
A number of factors that play a role are of course primarily the organization or other entity for which the corporate identity is intended. But it is actually even more important to see the corporate identity in a broader context.
Corporate identity design or brand development?
No matter how beautifully a corporate identity is designed and how inventive and sophisticated it is, it’s no guarantee of success if it doesn’t match the overall picture. For example: suppose an organization has an incredibly chic corporate identity. While the employees are carefree and perhaps even coarse-voiced to customers and buyers. In such a case, what is the beautiful corporate identity worth? The corporate identity design might have appealed to a certain kind of people. People who might be scared off at the moment of actual human contact. The other way around happens as well: an organization with a rough and tough look that, when it comes down to it, has a completely different type of employees.
Making sense of it
We believe that such a situation is undesirable and may even result in a large loss of turnover. We believe that the corporate identity and corporate culture should form one coherent unity. And everything else imaginable that has to do with the organization should fit in with that. The customers of the organization usually feel very well when something doesn’t add up in the story.
Of course, in practice it does not always go quite as it was conceived. Sometimes one has to go with the resources at hand. But as long as the basis from which one can draw is in tune, one can always reassess whether one is deviating too far from the idea. In fact, just like the constitution of a country. And just like with a constitution it can sometimes be changed. But often with extra care and consensus.
What do you need?
So the question is, what do you need? Have you already mapped out your entire organization and do you indeed “only” need a corporate identity? Or haven’t you actually thought about the bigger picture yet? In both situations we are here to help.
Feel free to contact us
If you would like advice on finding a suitable agency for your corporate identity design, or if you would like to develop a brand, please do not hesitate to contact us. We will be happy to help you out. Even if we think that another agency might be better suited for your organization than we are. We will tell you.