build value III

“When designing a single brand you base the designs on the right foundations information but you have more creative freedom. You do not have to worry about organisational structure, different subsidiary names or different products. However when you do design for a group you will need a brand architecture which defines the various levels that the brand identity needs to work at: group, division, subsidiary company and their products.” — Richard Cousins


build value II

“Having created the brand identity it must be applied consistently at every point of
contact with employees, customers, shareholders, suppliers and other stakeholders – stationery, websites, literature, livery, packaging, presentations, signage, environmental graphics…”


build value

The key element in communication is that it is consistent at every point of contact to avoid dilution and build value. — Richard Cousins

liftoff / making off