• Daywey Chen

An example of a badly aligned corporate identity and visual identity

Updated: May 26

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



To align your corporate identity with your visual identity gets you closer to success


Previously I shared about the importance of focusing on the one sole brand image that you would like to create. Don't try to be everything to everyone. Don't try to communicate the 10 things your brand stands for because your customer does not have the time to remember that. I also shared about when positioning your corporate identity, think from your customer's perspective. You want to create an opportunity for your customers to express themselves in a certain way when using your product. Your company's image is more about the customer than your company.


In this article I would like to share about a recent project that I am working on to align our corporate identity with our visual identity. As a start I will provide you an example of what Not To Do!


Going into this project for the company, I took the time to take one step back and reviewed what we have done in the past to make sure that we do not make the same mistake.


Corporate Identity - A Human Driven Company

Corporate Identity Extension - The Ultimate Craftsman


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.


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