4 thoughts on “What are the Rules of Corporate Identity that Can Stand the Test of Time?”

  1. As you explain corporate identity, to me it seems rather corporation-oriented. Once I read a book by the literature scientist Maartje Draak. The book is called Reception Esthetics. In her book, she explains how people appreciate literature. This is different from how most literature scientists explain what good literature is.

    Although, perhaps your rules of thumb are based on the way people appreciate corporate identities?

    • Hi Scarlett, my 11 rules of thumb are based on my experience with what worked well and what didn’t. Appreciation has an influence, just less than you would think. After all, if someone has a business, he or she wants to communicate with present and future clients. In the end, the desired result is selling the product(s) he or she offers.

      If you mean by corporation-oriented that only big companies should have a visual identity, I am sorry that I gave the wrong impression. Individuals who want to sell something can have a corporate identity as well.

      I hope this clarifies your doubts. If not, let me know. Thanks for your comment and take care.

  2. Hi Hannie. To me, designing and maintaining a corporate identity always seemed difficult and expensive. “Corporate” I always associated with big companies. And identity I saw as some classy stuff. Just as ‘image’.

    However, in the way you explain it with some rules of thumb, even small organizations can be happy with such an identity. It’s even important for them. Although I think with all these different social media it is still an immense amount of work. And there’s a lot of technical knowledge involved. Don’t you think? Not everybody can manage this.

    Discipline and consistent use of the basics is essential, I guess. Sometimes I think that good design shows the value of an organization and the values of the people who work there. Perhaps that is a bit of an exaggeration.

    • Not everybody manages a consistent use of their corporate identity. You are right there. Yet I disagree that not everyone can. In my view, it is always a matter of focus and the willpower to do something, not the ability. We can learn most things we put our mind to.

      Good design indeed shows the value of an organization. Although companies can lie of course. They can have a green face to the outer world and be horrible to their own staff. Design only has so much influence. It’s the people who have to give meaning to it.

      Thanks for your remarks, Maria. Take care. 🙂


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