the power of design
For a company, a visual identity means so much more than just an appealing graphic. There’s a whole range of amazing and fascinating worlds behind one simple graphic image. It’s striking that on the one hand designers let the subject be functional, distinctive and recognisable, while at the same time the general public adds all kinds of values and associations that stem from personal experience, context and their own interpretation.
Based on the C-Roots model, a company identity is the interplay of three domains: culture, proposition and physical characteristics. The physical characteristics are rooted in the logo, use of colour and typography, to name but a few.
The company logo represents the core of the organisation, in graphic form. It’s a reflection of purpose and ambition in its simplest, most basic form. Created to make the organisation recognisable and to connect it with the public. Capturing that essence is the strategic and creative specialism of the people who design the logo.
Design that is created especially for you enables you to stand out from the rest. It’s a display of what epitomises you in a unique and authentic way. It adds value and meaning. It inspires, convinces and is something to be proud of.
Although we might think that our perspective of the world is steered by our logic, we are much more influenced by what we feel and what moves us, our intuition.
The impact of design goes beyond the mere physical form, it extends to the emotions that we identify with. As a result, it influences our behaviour. It determines how we decide. It affects what we buy and what we care about. And ultimately, it shapes what we believe in. You’re rarely aware of what that thing is that you find attractive or tempting. What you do know for sure is that it's meant for you. There is a great sense of obviousness.
Identity is much more of a dynamic process than a static given. New products and services are being developed, the production methods are adapted or new partners appear on the market. With so many variables at play, it is crucial to always make the binding factor, the design, recognisable and visible at the different levels of both internal and external communication. By making optimal use of design, you narrow the gap between who you really are and how you want to be seen. Constant and in every detail, the power of design.
