We have been online together for ten years now, and almost every day of it I have received kind thoughts from readers, always greatly appreciated. I do believe there is a community out there, centered in a passion for great identity work, and in our respect for the leaders who have learned to understand its power.
You are part of this community. So let’s take the next step, and open the dialogue.
To help create useful discussions, I have invited a number of experienced and articulate experts, leading identity managers, designers, and strategists from a range of nations, to post their thoughts and observations here from time to time. These contributors (listed at right) will also join in comments with one another, and with you. They honor us with their participation.
Comment freely, and use Contact to send your questions, and your own observations. With your help, we can only improve the dialogue. It is my hope that our common mission — to promote greater awareness and respect, in leadership suites, for the breadth and power of the living brand as a tool of leadership — will gain in critical mass from your participation.
My deepest thanks to Gabi Toth for designing this Forum site, and a bow to Miles Newlyn for the idea of Identity Forum’s flag.
All are welcome to comment on posts (especially students, both of business and design). We ask only that you stay ‘on brand’ (the institutional brand, that is). And try to be positive. It is easy to criticize, and sometime fun; but Identity Forum, like the rest of Identityworks, will always prefer to celebrate good work.
So to begin, what do you think we should talk about in this Forum? Tony Spaeth, Editor
By Olivier Bouchard
18 JUN 2009, 17:27 GMT
It’s a very great idea! Congrats!
My first question:
What do you think about the new 3d logo versions of companys? Before, we develop the identity in CMYK, PMS, B/W, RGB, Reverse,… and now, do you think that a 3d version is mandatory?
Feel free to answer, talk,…
(excuse my english, I’m a french guy!)
By Tony Spaeth
18 JUN 2009, 17:54 GMT
Olivier, as an old-fashioned modernist, I believe a mark should be judged first in one color, preferably flat. But there’s no denying that in new media, gradations, highlights and shadows can sing. Even motion (see our black flag).
Your question is important, worth its own post; I’ll invite a designer-Contributor to write one. Editor
By Olivier Bouchard
18 JUN 2009, 18:21 GMT
You’re right! It’s always better to create a mark in one color.
Thanks for your reply.
By Naina Redhu
19 JUN 2009, 1:05 GMT
Tony, I’ve been following IdentityWorks for about a handful of years now. Always been a joy to read & explore. The lineup of experts on the Forum is impressive. Looking forward to the interactions & ensuing learning.
By Alexnder Fjelldal
19 JUN 2009, 9:12 GMT
> So to begin, what do you think we should talk about in this Forum?
I would like to see some opinions on how to judge online brand implementation, with regards to interaction design, user experience, animations, transitions and so on.
good luck with the forum!
alex
By Marius Ursache
19 JUN 2009, 11:46 GMT
Logos are similar to signatures—they identify an organization and promise authenticity.
However, logos are much more powerful. They convey emotions/benefits from start (sometimes) and gather all the brand associations in time. They are the ubiquitous part of all visual communication of an organization, so they should be as expressive as possible.
My advice to Olivier:
1. First, have the logo perform exceptionally in terms of memorability and distinctiveness even if it wears the black & white clothes (although this is less and less needed today)
2. Have the logo perform very well at small sizes (for online/mobile)—where gradients and shadows usually become a mess
3. Take advantage of 3d/animation when it makes sense. A logo is not always only a seal or badge. Think of it as an avatar, character, as long as dimensionalizing it (is that a good word?) adds value/meaning to it, instead of taking that away for the sake of animating it.
4. Consider both constraints and opportunities. A good logo will perform well in all conditions.
By Humberto Carrero
19 JUN 2009, 16:45 GMT
Hi! at first thanks for share with the world identityworks.com, giving us real case studies for free! (sorry for my english!)
I think there is a interesting theme to talk about:
*Some brands (most of them) use money to limit his public, but this limit is only ‘one way’: ‘rich people’ can buy cheap brands and expensive brands, but ‘poor people’ only can buy cheap brands.
*¿There can be some type of limitant factor that allow ONLY to ‘poor people’ to buy some cheap brand?(unaccesible to rich people because of this limitant factor).
*I think poor people will identified themselves with the brand , and for shure this will help to fidelize them strongly. We get less money for everyone, but we (poor people) are more than them…
*This is only a example and we could limitate with other factor, as ‘a brand ONLY for street people’ a ‘brand ONLY for ugly people’. I know there are some legal problems, but…
could it work, at least theorically?
Thanks for read!
By Tony Spaeth
19 JUN 2009, 17:14 GMT
Let’s try to stay focused on the corporate brand, Humberto. Thanks, Editor
By Humberto Carrero
20 JUN 2009, 0:31 GMT
Yes and sorry! This is not the discussion, i’ll keep tuned.
By Peter McRae
20 JUN 2009, 8:05 GMT
I too have been following Identity Works for over a year and appreciate your intelligent approach to evaluating identity. As a designer that decided to focus on identity a few years ago, I consider your site to be a great resource. I learn something ever time I come. And I love the idea that the community of readers can be more actively involved in the discussion.
By Snehal
20 JUN 2009, 9:36 GMT
Hi Tony,
Have been a follower of identity works for a long time now and thanks for all the interesting articles.
I was wondering “Are there any set rules for carrying a legibility test for a logo?”
I have read many articles which tell you about reducing the size of the logo to the limit where it can be printed on a pen - but are there like proper tests that can be taken - for size, color, clarity, etc.?
Thanks!
By Tony Spaeth
20 JUN 2009, 17:58 GMT
Like a doctor’s eye chart? I have never heard of any set rules or standardized tests of logo functionality. Has anyone else? Not a terrible idea, though; “Universal Logo Functionality Screen.” Who wants to design it?
By Dan Dimmock
21 JUN 2009, 11:49 GMT
When implementing a new brand through environmental branding (incl. signage and wayfinding), we use Distance Visibility Charts to ensure that copy and text legibility is maintained. In principle, especially with a logotype identity, the same rules could apply?
By Mark DiMassimo
24 JUN 2009, 15:59 GMT
Brilliant idea, Tony. You really do carry the flag for great identity. The symbol is really charming and apt. I’m interested in indentity in a social world. I’m confused about where the identity, brand, and reputation concepts diverge. To cut to it, I’m just not sure I understand “identity.” Seems as if we focus on logos and name changes, which become ubiquitous cornerstone signatures for organizations. Architectures, and resolving confusion around these. I’d be especially interested in any reading you or your contributors might suggest on the development of the industry and practice.
Thanks so much for maintaining such an intelligent and generous site.
Mark DiMassimo
By Larry Ackerman
25 JUN 2009, 0:42 GMT
I’d like to propose talking about why the identity consulting business - and its close cousin, the branding business - hasn’t really evolved in decades. Other professions evolve, as do consulting practices within them: Strategy consulting, accounting, IT, change management. As someone who’s spent his career in this field of identity and brand, i am sad to see so little innovation in core practices and the thinking and theory behind them.
Why is this? Are we in a profession where there is no where to go? Are we intellectually lazy? Is it that we have clients who just don’t care - or don’t know enough to care?
Vote of hands: How many of you feel there is room to run in this field? How many feel things are just fine as they are? How many of you have ever even considered this question?
Thanks for listening!
Larry
By miles
28 JUN 2009, 1:54 GMT
Hi Larry,
I’d be very interested in chatting about the issues you raise. how do we do this?
Tony, I can see that message posting is a flat (unthreaded), so is there a way we can begin a dedicated thread to the issues that Larry has raised? Or is the intention for it to be a collective blog with comments, rather than a forum as commonly known?
By Tony Spaeth
28 JUN 2009, 2:32 GMT
Miles, you are correct: it is a collective blog. I will invite Larry to resubmit and perhaps flesh out his comment as a post, where we can chat.
By miles
30 JUN 2009, 17:08 GMT
I think that for successful discussion, at least with a sense of flow, that email notification of replys is a must. Personally I wouldn’t be able to keep up with any of the many other discussions I have on furums without it.
By Tony Spaeth
01 JUL 2009, 17:47 GMT
Miles, we have added RSS links for “FOLLOW THE REMARKS TO THIS POST” and “FOLLOW ALL REMARKS.” Does that do it for you? (Reply off line.)