While doing more and more R&D (research and development, for the ignorants), I started to like the idea of having a unified design (well, that’s the whole point, and that’s the way it should be). I know. Here’s what FedEx say about their brand:
“The FedEx brand is more than a famous name. It’s a set of values, attributes and artwork that reflects the spirit of our company. Using it consistently will reinforce our position as one of the world’s premier businesses.”
It’s not just a piece of graphics to sit in the left of your web site, or stationery, or envelope.
“Our brand attributes are at the core of our brand. They summarize our promise to our customers, showing people not only what we do, but how we do it. Everything that bears the FedEx name should live up to these attributes.”
How many companies and/or web sites live up to these rules? Maybe a handful, not taking into account the big companies with brands, logos and slogans that we dream at night.
While creating guidelines for Butterfly Media Romania and researching the main corporate identity rules, I became frustrated, happy, angry, ignorant, discoverer and frustrated again. It’s very hard to have a unified design (as I create now a web awareness). I have to take care of logos, slogans, banners, stationery, footers, headers, typefaces, secondary products, tertiary products (such as plug-ins, patches and updates for my products). There are also buttons, bullets, icons, separators and many more.
The Butterfly Media Romania Identity Manual is being slowly built and you will soon have the chance to download and study it. Also you will be presented with all the changes in my web sites, banners, products, headers and footers.
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