Daywey Chen
Mar 20, 20192 min
Updated: May 26, 2020
Having a good strong corporate identity is not enough! You need to translate your identity into a visually comprehensible image for your customers to feel it
Previously, the company had set it's company identity to be "A Human Driven Company". The definition of a human driven company is that we as a company will always think from people's perspective. Looking things from the customer's point of view, our product is designed to meet the needs of the customers. We customize the product to fit the customer's need rather than having the customers to fit their needs to a standard product. From the internal company perspective, the company value it's employee, providing good training, working environment and a good career path for it's employee.
As a Ultimate Craftsman, our company would portrait an image of a Swiss handmade boutique, such as the well-known Swiss Watch or a Swiss knife. Our company will stand for high end luxury goods crafted to perfection.
This was the corporate identity that we have defined. However, this identity was not conveyed into our visual image. Lets me take you through a few examples of our communication channels
Product Brochure
Trade Show Design
Now let's look at an example of a luxury Swiss watch product brochure and exhibit, where its corporate identity is also identified as "The ultimate craftsman"
Luxury Swiss Watch - Product Brochure
Luxury Swiss Watch - Exhibit
Even though the products of the two companies are very different. Clearly, the luxury watch brand has its corporate identity more aligned with its visual image. The visual that the watch brand conveyed was nothing less than luxury and the ultimate craftsmanship.
Aligning your corporate identity and your visual identity is absolutely necessary. Otherwise, your customer will not be able to feel the image that you are trying to convey.