Do you spend your time in similar rooms? Companies’ strategic decisions and brands are developed here. But how creative, how innovative can results be that emerge in such surroundings?
In an exhibition about the image of 60 German companies, we investigated the degree to which the surroundings and results relate. To sum up the results uncompromisingly: every company aims to distinguish itself from the competition, but none of them does. In other words, there are similar environments because of standardised architecture, similar company presentations because of standardised design elements and colours. Uniform ideas lead to standardised (company) images.
Our conclusion is that identity is defined by the brand rather than by form. Formal elements such as bars, colours and divisions do not define a brand image, but the brand itself. The form is a necessary consequence.
We design the visual identity of brands in this spirit; pragmatically, appropriately and speedily. Both new (like E.ON and O2) and existing brands (like Jägermeister).
In an exhibition about the image of 60 German companies, we investigated the degree to which the surroundings and results relate. To sum up the results uncompromisingly: every company aims to distinguish itself from the competition, but none of them does. In other words, there are similar environments because of standardised architecture, similar company presentations because of standardised design elements and colours. Uniform ideas lead to standardised (company) images.
Our conclusion is that identity is defined by the brand rather than by form. Formal elements such as bars, colours and divisions do not define a brand image, but the brand itself. The form is a necessary consequence.
We design the visual identity of brands in this spirit; pragmatically, appropriately and speedily. Both new (like E.ON and O2) and existing brands (like Jägermeister).