“Fundamentally, branding is a profound manifestation of the human condition. It is about belonging: belonging to a tribe, to a religion, to a family. Branding demonstrates that sense of belonging. It has this function for both the people who are part of the same group and also for the people who don’t belong.” – Wally Olins
Corporate identities for more diminutive organizations need to be approached in a different way from those for larger companies. A minute, start-up business with no background,history or heritage , no subsisting customers and no subsisting audience is entirely inspirational at that stage. The analysis and investigation that you would customarily do with an up-and-running business,in this case,limited to the people who are starting up the business and the handful of clients or customers they are initially dealing with.
However, if their business does become successful, they will require an identity that can transmute as they expand and develop. It is essential to avoid creating a visual identity which will block a company’s development by “setting it in stone” at a particular moment in time.
Pinche Pinche Mexican Restaurant Dot Design UK
Part of the initial design brief was to include a ‘kitchen boy’ character as ‘Pinche Pinche’ roughly translates as ‘damn kitchen boy’ which can be meant abusively or affectionately. The client liked this as it picked up on the unpretentiousness of their food and communicated ‘good honest, Mexican grub’. We were told that the kitchen boy could possibly feature with a chef’s hat, apron, and ‘sweating a bit’. Hence some of the development work featuring a character was based on this description.
Not all our corporate identity work commences out on an astronomically immense scale. Quite often clients are not even aware that they require a corporate identity. They will simply come and ask for a symbol or a logotype to be designed, and gradually as a result of our discussions, it becomes apparent they require something much more comprehensive.
corporate identity is a growing activity and as more and more businesses become cognizant of the importance of presenting a good image to their clients and customers,Concrete training at art school for corporate identity is inhibited.
In fact, it is better for colleges to engender brilliant designers, and on liberating their students conceptual abilities and imaginations. It is up to the design industry to take their training down paths that will develop individual potential designer in this kind of work, the student needs to emerge from college with genuinely good imagination and a genuinely inquisitive atitude.