Driving value with corporate identity (Landor Perspectives 2010)

Lulu Raghavan of Landor Associates emphasises the importance of corporate identity to a brand, namely, the name, graphic, wordmark and tagline.

Driving value with corporate identity

Lulu Raghavan Landor Perspectives 2010

Companies express their core philosophies through visual messages. Collectively, these messages comprise a company’s corporate identity. Godrej, Shopper’s Stop, and CEAT Limited are just a few of the growing number of Indian enterprises that have been paying close attention to the image they project. Each has recently undergone a visible identity transformation communicated largely through a new logo.

But a logo is only one element of the larger picture. A company’s name, graphic representation (wordmark), and tagline all also convey aspects of its belief system. The overarching role of...

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