The nicest feedback that we received from a CEO after a redesign was that he would enjoy signing his mail much more now. This example shows that corporate design must make you feel good. Similar to a suit from the 80ies, it can brand a company quickly as “outdated”. It may no longer fit and convey adequately the development a company has made since then. However, you have grown accustomed to that old rag. You have grown into it. For decades you have patched and mended it here and there. And yet, if you brace yourself up for a new one, a good one, it feels really good and brings about highly positive effects on either side.
If we want to underline singularity and communicate on the market discernibly, we must stay aloof – this goes not only for the same old blah blah which is quite usual in the industry but also for self-awareness. For many of our customers this is a difficult step. Orientation by things that are usual in the industry may convey an illusion of security.
And yet, only those who set themselves apart from mainstream are being noticed.