If we weren’t in the room when the decisions were made, if we don’t know what the CEO’s intentions were, how can we say one logo is “better” than another?
Visteon? Miravant? Diageo? In the naming business, are we beginning to scrape the bottom of the barrel?
Think you need a symbol? Make sure you think it through strategically.
I wrote this in 1987 or so
at Anspach Grossman Portugal, and it's held up well
enough to be replicated elsewhere. (All examples but 2 and 6 are
Corporate Brand Matrix however gives a more
Is "Identity" a profession? We make the case.
To whom should a CEO (or corporate communications
officer) turn, for identity advice and assistance?
Which are more important?
What can a company expect to pay to plan, design and
implement a rebranding?