Managing brand identity assets requires enlightened leadership and a long term commitment to doing everything necessary to build the brand. The mandate to build the brand must come from the CEO’s office.
Designing, specifying, ordering, and printing or fabricating a new brand identity system are all dependent on a set of intelligent standards and guidelines. Good solid standards save time, money, and frustration.
Logo design is an iterative process that seeks to integrate meaning with form. The best designers work at the intersection of strategic imagination, intuition, design excellence and experience. We never know what the process will reveal.
Creativity takes many roads. In some cases, numerous designers work on the same idea, whereas in other offices each designer might develop a different idea or positioning strategy. Routinely numerous sketches are put up on the wall for a group discussion.
Video brings dramatic new depth to how brands can express themselves. As bandwidth gets wider and attention spans get shorter, a brand can move to the medium that appeals to the masses. The masses want videos.