Partner blog by Mark Maric (of Electric Pixels.)
The development and management of a company’s identity and visual assets can be overwhelming and complex - which is why the designer needs to be involved at every stage of the process to ensure a consistent and successful outcome.
During the infancy of any project there is a genuine excitement and positive atmosphere with discussions about aspirations, expectations, direction, key outcomes, positioning and strategy amongst other variables.
Once the project has started, with the task to capture the energy that was felt at the start, inevitably there are suggestions made from outside the core group that can change the plan and cause the project to divert on a completely different course.
By the end, exhaustion and frustration has reared its ugly head and the project looks nothing like the original plan, and a compromise has been made somewhere down the track as time runs out. The ultimate vision and enthusiasm that was felt at the beginning has all but diminished and not been carried through to the end.
A designated group has a stronger focus and a more powerful outcome than a ‘design by committee’ attitude. The designer can guide that process and maintain the integrity of the design, without any compromise in the standards that have been set, avoiding any unnecessary roadblocks along the way.
The designer has the foresight and understanding of the complexity that goes with developing a company’s identity and how all the elements should combine. A company identity has many subsets and is required to accommodate supportive material across a variety of channels - the designer has the capabilities to provide the cohesion of the identity across websites, merchandise, promotional material and a wide gamut of touch-points where an identity needs to be integrated.
For more about Mark:
cowanandpartners.com.au/who-we-are.aspx?id=4
For more about Electric Pixels:
electricpixels.com.au / mark@electricpixels.com.au
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