Organization’s DNA

Identity designers create the building bricks or an organization’s DNA

As Seth Godin makes clear, brand people love to proclaim that a brand isn’t a logo. And if you are looking at the total footprint of a brand, then that’s absolutely true. To attempt to build a brand without a logo or graphic architecture is impossible.  You will find a simply cannot be done, visuals are a must for defining an organization’s DNA. So whether the brand gurus like it or not, a logo is still king in the world of branding. This, inn turn prompts the questions, why are so many brand theorists in such a rush to downgrade the importance of logos and design in general? If we accept that the “design” the logo, graphic architecture, and so on, is the badge of recognition and the point of identification for all brands, then we must also acknowledge that designers are pretty important factors in the making of brands-perhaps more important than any other individual or group in the entire brand creation process. If this is true, then it puts a great deal of power directly into the hands of the designers.

No one denies that managing a brand’s ecosystem is important and necessary, but without a good visual thumbprint, without good identification collateral, this task is impossible. Identity is building the essential elements that an organization is known by name, logo or symbol, colour, typographic style and visual language, and how you uniquely put these together, how you express these to create a sign and image.

Identity designers create the building bricks or an organization’s DNA