e the design is flawed in its execution, initial objectives of having a logo flexible in its shape its colours and the way the shapes can be rearranged in animation, is a great idea for the future. The flows are in my opinion the typography which is too small and the choice of shapes and colours which do not invoke the positive emotion like other Olympic logos did. The logo has seen a critical reaction also because it doesn t have any elements, which show London, England, or any cultural references needed to be highlighted in connection to the Olympic games. (Appendix 2) Gardner from Gardner Design in his article on logolaunge about current and upcoming trends in corporate identity states in relation to dynamic identity, that future trends point towards using lots of elements, sometimes so delicate that they would not have previously been considered to be part of a logo design, assembled into a patterned whole. Logos are designed to be in motion as opposed to logos that are designed flat and then animated. He also points out the use of overlapping shapes with transparency trend, which he attributes to the desire for companies to look transparent to their stakeholders and customers.graphic designers are creating 3D looking logos instead of traditional flat colour designs. They make that decision because some of their work will not be constrained to print, but only onscreen for example. Bill Gardner writes We have seen many more 3-D logos that are designed to be in motion, never still or flat. These designs have completely shaken the earthly bonds of CMYK and exist only in ethereal RGB: The old logo design rules just do not apply to them. Raquo; While I think those logos will be more and more common, there still needs to be a way to fall back to a printed paper designs. I think there will be a simplified version of logo still printed, of just a typography of the logo represented on paper. Paper will never disappear in my opinion because its immediate, simple, approachable. So the printed logos will stay also.Partners, the design agency in charge of creating identity for Cingular mobile phone company had achieved great success by creating an orange symbol which charmed consumers and telecommunications market. They also were responsible for creating the name for the company. Jamie Koval (2005) of SA partners says it was not a conventional, safe solution raquo ;. Unlike the competitors, the creative team decided to try create positioning that was warm and human Jamie Koval wrote, We wanted to make the mark to be a strong graphic symbol, but also had to be soft and playful" . And it is evident that they didn t go for symbolism of communication, connecting people together or latest technology. They left the idea wide open for experimentation. The final logo can be used to create patterns or be a basis for photography, so it is truly flexible brand which will not become out of date anytime soon because it s easy to refresh the idea without scrapping the whole language which it successfully established. (Appendix 3) the future trends lies a danger of losing the uniqueness of the corporate identity. As everyone tries to create something striking, it is important to have the idea, which communicates the needed message in the simplest way. Redundant elements are usually removed to create a more recognizable symbol, but that can break the balance of simplicity vs. uniqueness. When I mean uniqueness I m talking about both the visual side and the idea. The visual side of uniqueness boils down to making sure that the competition in the certain field, do not have a similar colours or shapes, which would lead to confusion and wasted efforts on behalf of marketing. The strength of the idea is measured in its uniqueness idea also needs to be unique but not in just the same sector but overall, because when the consumer associates the idea to the company, there might be a similar memory or image of another company invoked and that would divert attention of the customer. The strength of the idea is often measured in the uniqueness of the concept.
2. What is corporate identity?
. 1 The elements of corporate identity
a manager asked his employees, How do we create value for our customers? would he get a clear answer? And would three different people have the same view? Question about a company s way to create value for customers is probably one of the most fundamental elements of strategy. Which makes it all the more surprising that few organizations are able to answer it with certainty and clarity. Companies purpose and mission statements often don t help, being as vague as we want to be the company of choice for our customers or we are committed to delivering the highest quality and widest selection to our customers.
We know, however, that companies with a strong identity - the kind that ...
