Design is a critical strategic asset that is most effective when employed early in corporate plans, not as a decorative finality.
As Michael Eisner, former CEO of Disney, once said, “A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” put simply, a brand is an impression created in the minds of your customers and potential customers about the value of your goods and services. It happens whether you plan it or not, good, bad, or indifferent, whether you exert control over it, or take what comes along. In the internet era, good design is not just the preserve of the rich and discerning. It is part of the every day life of almost everybody. Companies like Ikea have been able to combine first class design with functionality and reasonable pricing. They have moved from the “student ware” category to a place in middle class households of the world. Apple Computer has always been a design-based company, and for years has been a driver in the area of tech product design. As a result, their market capitalization now exceeds the GDP of Switzerland. Their iPhone business alone now exceeds the earnings of the entire Microsoft Corporation.
That didn’t happen by accident. Continue reading
noun ( pl. logos)
a symbol or other small design adopted by an organization to identify its products, uniform, vehicles, etc. : the Olympic logo was emblazoned across the tracksuits.
ORIGIN 1930s: abbreviation of logogram or logotype .
The concept of a logo, or logogram is not new. For centuries, countries have flown flags, military units have used banners to identify themselves and rally troops in the heat of battle, and noble houses have used a coat of arms. In most cases, these objects used symbolism to represent some unique feature, or some significant or heroic deed from the past. Since these early symbols would most likely be involved in the fog of war at some time, they had one feature in common: they were instantly recognizable at a glance from their unique design, shape, or colour. Continue reading