Taking care of one's image
Show me your logo and I will tell you who you are. In a world where communication is a determining factor in conveying a certain economic and commercial dynamism, graphic design is one of the key elements for those who wish to be identified. Which company, association or institution could, today, do without its logo or graphic identity? The image is an essential part of a communication strategy and many are those who have not yet taken the trouble to measure its importance. And even when trying to transmit the true values of a company, one has to know how to successfully assert one’s image, before others do it for you. It is di÷cult to free yourself from symbols or labels, sometimes indelible, which reflect an image, a philosophy or a field of activity which is not necessarily yours. It is the same thing for a country or a culture which does not always project the desired image. “Switzerland is not just a country of banks; Belgium is not just a country where French fries are consumed; and France is not just a country where a lot of wine is drunk.” For a lively and coherent global communication, it is essential to keep the same visual identity – hence the importance of the initial choice of image. To make an impression on the memory and ensure continuity, all must evolve within a single creative concept in order to avoid giving the impression of disorder. And what about you, who are you? Do you write your name in upper or lower case?

17 August 2006

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