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Attention to the need for accomplished corporate identity should be considered indispensable to all communications.
by Andy Attiliis
To begin any new assignment, some of the information reviewed by the creative director must relate to the client's brand history. This will help ensure that additions, enhancements and/or modifications are made without unnecessary detours off of a brand's existing path.
Corporate identification, branding and logo design are the three subjects usually mentioned when addressing the same important goal: making the most of creative consistency. In some cases this involves only visual elements, but for best results, all perceptions should be considered for their potential as an integral part of an ongoing campaign. In fact, music, writing, style, a spokesperson, even taste and smell may also be important identifiers.
Time is the great tester of how well an identity has been conceived. During the decades that a brand is typically expected to serve, changes are inevitable. New products, new services, new policies and new leaders are just a few of the unknowns that can challenge a brand's growth. Precise planning, well considered creative and seasoned anticipation skills are responsible for efforts that are able to weather most anything. In a way, small businesses are in the best position to maintain a high level of brand integrity because they don't need to influence the entire planet by advertising constantly. For the vast majority of these, a well-done corporate identity should forever remain in tact and become all the more productive as time goes by.
Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.
Copyright 2001 Andy Attiliis. All rights reserved.