Corporate
identity nowadays can make or break an organization. A symbol logo, font
selection, color selection, etc... can define an organization's identity and
purpose. My husband works for the YMCA, which recently went through a national,
"rebranding". The Y took a look at it's hundreds of local branches
and recognized that each branch misused the Y Logo, color scheme, and marketing
philosophy, thus creating a schism in what the public perceives the YMCA to be.
Because there was no unified logo, color scheme, or marketing plan, the general
public really couldn't define what the YMCA was about. They rebranded and
enforced strict marketing guidelines on all chartered YMCA's that included
proper usage of the logo, color schemes, fonts, and voice. They even updated
their tagline to include the phrase, "so much more" to get the public
to see the organization as more than a Gym and Swim.
From my
professional world, I see things that I never would've seen growing up. For
example, I truly believe that children will recognize popular logos before they
recognize letters and numbers. My niece, for example, was able to identify the
gold arches of McDonald's before she was able to recognize all of her letters
and numbers. Logos are a very powerful thing in our society. They define an
organization and draw in future customers.
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