By Dian Hasan | March 14, 2010
YOUR VISUAL IDENTITY IS THE FIRST AND MOST IMPORTANT CONTACT YOU HAVE WITH THE OUTSIDE WORLD — ACKNOWLEDGE THE POWERFUL TOOL YOU HAVE AT YOUR DISPOSAL, AND OPTIMIZE ITS APPLICATION.
We live in a visual world, where each logo, symbol, sign, coterie of words with interesting fonts and even a single letter, has a meaning, and is used to communicate a message. This is all part Semiotics, the study of signs and signals. And in business, it’s wise to understand the role of Semiotics in brand-building.
The art of designing an entire company’s ideas, ethos, knowledge and future in one logo and corporate identity is an integral part of visual branding. Of course there’s more to branding than meets the eye!
As it represents a mere tip of the iceberg in the art of branding a company, and ensuring that all the layers of the organization and all its people emanate the same brand message that is represented by the logo that decorates the office building, the staff uniform, down to the stationery. Essentially, all the possible brand touch-points where customers interact with the brand and formulate a brand experience.
Most of today’s organizations are well-versed in this communication medium. Some are still struggling, however, to put into a logo the values and positive traits they want captured. And there are some others that are very similar looking, albeit representing completely different organizations.