Tel : 0800 0431 298 |
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<< Back to Interviews Homepage Q: What is corporate identity and why is it important? A: Corporate ID is the face of a company to the world - it creates trust, a strong brand, value and perception of the services that are provided. It can build confidence and pride in the work force, and should never be undervalued - as an aside, When Rowntree sold out to Nestlé they received zero for the trading business but £800 million for the brand names and images - that is real brand value. Q: How important is consistent design for an online business. Should they be aiming to make everything the same style? A: Consistency is important, because it reinforces the brands key messages, attributes and again conveys trust - but consistency does not mean that everything has to look the same! Good design is a solution to a particular task - by looking at the requirements, call to action and aims of the collateral inevitably each piece of collateral will be varied, as it has its own function, which helps determine its form. The good things about the web though, is that people have come to expect a certain amount of rule bending, or design flair, sometimes. This is great for a designer as once the aim of an online brand has been highlighted, it allows us to play with the brand a little more than with print perhaps, just through expectations to established rules, if nothing else. There is a risk that if done badly it can water down the brand, but if it is thought about from the beginning it can help create a much stronger and more memorable identity. Q: In design I have heard that "design clichés" emerge. Like globes and 2 people shaking hands.. Some agencies fine designers if they come up with these in their layouts. Are there any design no-nos at A Fish In Sea? A: Thankfully, the designers here are all very competent and manage
to avoid the pitfalls of falling into the cliché trap - and
even if a client tries to talk us into it, we usually manage to
bring them 'round! It comes down to an appropriate solution for
the task again - globes, swooshes and shaking hands are pretty inappropriate
in most instances… and as you say, they are hardly original! |
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