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...