Issue 38

Effectively Managing a Global Brand Identity

Managing global brands has never been more important. On one level, all brands have global reach as a result of the Internet, whether intended or not. But this doesn’t make them global brands. While it is true that the world is much smaller as a result of the Internet, affordable travel and the reduction of trade barriers, a truly global brand takes more than having a multi-national presence. A global brand is a brand that is intentionally marketed, bought, sold and recognized in various countries around the world.

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Issue 41

Beyond Consistency: A New Approach to Identity Standards

Strong brands are built on more than rigid adherence to a set of rules and regulations. They have personalities and soul. And there's an opportunity to express that soul at every touchpoint—whether it's print, electronic or interpersonal communications, a trade show or a promotion. As one of the first expressions of a new or revitalized brand, identity standards should convey the brand's true essence. They have the ability to generate enthusiasm and unleash the creative spirit.

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Issue 53

Redesigning Your Brand’s Identity: Knowing When It’s Time

When you consider all the items and products that carry your brand identity, the idea of making the investment to redesign your brand’s visual identity may seem like it’s the last thing you want to do. Yet many forge ahead and are glad they did. Why? A new image or updated identity system is often just the move that improves your brand's perception and increases your relevance in the marketplace. It helps you stand apart and lead.

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Issue 55

Visual Identity Systems: Why Your Brand Identity Needs More Than a Logo

A visual identity system is a critical investment in your brand to build familiarity and recognition. You might be thinking, “What is it exactly, and why do I need one? Isn’t our logo enough?” Comprised of a color palette, typography, imagery—from photography to illustration—grids and graphics, a visual identity system gives your audiences cues to associate with your brand beyond the logo.

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Strategic and discerning, identityWise® shares our perspectives on branding. We explore the brand issues that matter to you. From positioning and brand management to identity design. Actionable insight awaits.

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