In House vs. Out of House Design? What to use in Corporate Identity and Branding Development?
Blogroll / Design management / Design leadership

In House vs. Out of House Design? What to use in Corporate Identity and Branding Development?

For design as such we know that there are some advantages of outsourcing design, such as: + breadth of experience, + objective opinion, + bringing challenging perspective for problem solving, and + producing focused solutions. An in-house design team advantages are: + that they are active stakeholders in organization, + focused experience, + shared sense … Continue reading

A Short Introduction to the Steps of the Corporate Identity Audit
Blogroll / Design strategy

A Short Introduction to the Steps of the Corporate Identity Audit

Corporate design is an instrument for transformation and, at the same time, a guarantee of continuing corporate recognition (Van Cauwenberge, 2008). And that could be developed only if the proper corporate identity audit has been made. A corporate identity audit has been developed in 9 steps. These 9 steps are: + step 1: select the … Continue reading

What are the Laws of Corporate Design in developing Corporate Identity? How to approach to Corporate Design?
Blogroll / Design strategy

What are the Laws of Corporate Design in developing Corporate Identity? How to approach to Corporate Design?

There are some proposals from different authors. It seems that the proposals depend from the point of view of the authors. If authors write from the perspective of corporate consultants, then they develop a rough process that uses the business language and it should appeal to the boards of the corporations. Such a business proposal … Continue reading

Designers and managers working together
Blogroll / Design management / Design leadership

Designers and managers working together

There is a general opinion—not only in the design community—that non designers make design decisions every day. Designers do tend to see this as an attack to their profession.

And while the mutual suspicions between managers and creative teams exists, there is a possibility to find a suitable management concept for every design concept. Continue reading

Brand portfolio and architecture on the case of football
Blogroll / Design strategy

Brand portfolio and architecture on the case of football

In the process of designing the brand architecture sometimes only indentifying the brands and subbrands could be nontrivial task (Aaker and Joachimsthaler, 2000, p. 134). There is a famous picture that presents the brand architecture as a football team, presented in the Figure 1 and 2. The football pitch is supposed to be the market … Continue reading

What is brand architecture?
Blogroll / Design strategy

What is brand architecture?

Brand architecture should have five dimensions: brand portfolio, portfolio roles product-market context roles, the portfolio strukcture, and portfolio graphics. While we know five dimensions there are six objectives to be followed if the designing the brand architecture is to achieve a an effective and powerful brand impact (Aaker and Joachimsthaler, 2000, p. 134-135). And the … Continue reading