Corporate Brand Platforms:
CORPORATE PERSONALITY

Culture identifies fundamental behavioral values. Personality, in contrast, identifies preferred style and manner.

The Personality statement is especially useful in forming a consistent corporate “voice” and visual design. It can also drive logo design. This is particularly clear in the Dow Jones example, where the instinct to design a "bronze plaque" kind of logo was strong but wrong, and had to be directly confronted.

Dow Jones "We are not a bronze plaque. Our defining personality is dynamic, fast-moving, real-time. We are innovators. Celera Genomics “We are proudly aggressive, and impatient... focused by our purpose, and driven by our mission.”