The identity of an organisation should be more than the sum of its parts. In developing a brand for an organisation it is important to understand the markets it serves, the achievements and history, the products and services it provides, its people and the brand values it espouses.
Digital technology and the development of the Internet provide new and exciting platforms for brands, but too often they dilute and distort at the hands of well meaning amateurs. The loss of purity and clarity of design can result in a perceived lack of direction for a business.
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