STRATEGY

88 The Sign of a Promise

Strategy plays a vital role in identity design. Business strategy, marketing strategy, and communications strategy not only direct identity work, they often inspire it.

A great logo embodies the spirit of the strategic brand promise. The type of business or name can be helpful threads to follow as identity designers work to express what makes the company unique.

Good graphic identities, like good strategies, stand the test of time. A company that changes its logo frequently reflects a lack of commitment in the boardroom. Firms that understand the value in building brand equity, starting with a logo, recognize their graphic identity as a strategic choice and an important investment.

1. Umbra Ltd.
42ink Design
Paul Rowan, Kirstin Thomas, Chris Barnes

2. ArtPrize
People Design

3. L’Abbaye College
Wink
Richard Boynton, Scott Thares, Dan Mackaman

4. NEUFUNDLAND
Simon & Goetz Design GmbH & Co. KG
Dörte Fischer, Julia Brett, Heiko Winter

5. Cuculand
Brandient
Cristian “Kit” Paul, Cristian Petre, Bogdan Dumitrache, Eugen Erhan, Ciprian Badalan, Ianca Barbarosa

The global reach of Umbra Ltd. ArtPrize’s tipped Calder. L’Abbaye College’s regal mark. The seed of discovery planted in the logo of second-hand furniture store Neufundland. Cucu Land’s “Be pure, be free” message. Each of these marks reflect their respective brand promises.