5. Design is business
Where art is primarily concerned with aesthetics,
design is essentially a problem-solving discipline.
Great design, therefore, must begin with a comprehensive under-
standing of the business problem that needs to be solved.
http://www.designcouncil.org.uk
11. Three design fields
exterior - where we live
cities, houses
interior - how we live
furniture, machines,
interaction - how things work
communication
16. Design can be both a vital element
in the company product and in the way
the products are communicated.
Excellent presentation is an inseparable
part of excellent performance
28. Corporate identity is merely the identity of
the company's corporate product, which is
the sum of all its manifestations.
Everything the company is and does.
36. PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO
BLOGGO
BROWNS
Engineering
SMITHS
Chemicals
JONES
Aerospace
CLARKES
Plastics
Wally Olins. the guide to identity
Branded
37. Identity – Image
A corporation's image is what is perceived
by its various audiences – how it appears
to outsiders.
A corporations identity is what it chooses
to use to shape those perceptions.
42. Visual quality acts as an indicative
for competence and quality in areas
which are not just visible.
43. The visual identity of a company comes
from everything visible in the company:
products, printed and digital media, buil-
dings, vehicles, uniforms, etc.
44. Design Programme
The visual identity of the company is ruled by a design programme.
The aim often has three aspects:
• external identification
• internal identification
• controlling costs
45. A design programme includes
• basic elements
• rules for use and implementation
• documentation
51. Rules for use and implementation
• stationery
• all other printed matter
• signs on buildings
• packaging
• advertising
• outdoor advertising
• uniforms
• digital media
53. “The ‘surplus society’ has a surplus
of similar companies, employing
similar people, with similar educa-
tional backgrounds, working in
similar jobs, coming up with simi-
lar ideas, producing similar things,
with similar prices and similar
quality.”
The ‘surplus society’
Kjell Nordstrom and Jonas Ridderstrale, Funky Business
57. prestigious high end quality cars,
in their own distinct ways
Young at heart
Sporty
Muscle
Masculine
Expressive
Focus on driver
Mature
Limousine
Elegant
Noble
Understated
Conservative
Technology
Precision
Cleverness
Avant-garde
Least masculine
