Guest post by Jenny Wolf, sales consultant at Corporate Image
Thinking of Rebranding?
First, you need to decide if it’s the right time to do so – then contact Corporate Image for all your new presentation
Haha, but in all seriousness, it really needs to be the right time for your company to rebrand. All companies will
at some point come to the decision to rebrand. For some, it happens early on once they’ve discovered who they
really are while with others, it occurs after many years of having grown (or outgrown) their brand. For many
companies they decide they are bored with their logo, sick of their color scheme, need an updated mission
statement, etc. and go on a whole tangent of wanting to change everything. Rebranding your whole company is
not for the faint of heart. It requires changing EVERYTHING- from your letterhead, to your website, to your office
signage so you really need to ask yourself if it fits within your goals for your company.
With my past experience working in a Marketing firm I know the steps it takes to develop a brand that people
remember, respect, and trust. A good brand consists of the right customer (positioning), a promise, and a
commitment from your team to instill it into the customers. The graphic below really depicts the best questions/
reasons your company has for rebranding. Ask yourself these before making the leap!
Image from Douglas Business Magazine
We would like to celebrate the life and work of Massimo Vignelli whose work has influenced generations and delighted and intrigued (OK and angered) many.
Corporate Image and Naked Binder were created on the idea that “less is more” – clean design, less fuss and better function which was influenced in no small part by Massimo Vignelli the pioneering graphic and interior designer who died Tuesday morning in his Manhattan home. He was 83.
A native of Milan, where he lived with his wife and design collaborator, Lella, until 1965, Vignelli left a Modernist mark on his adopted city. At his peak influence, the designer’s reductionist, less-is-more touch could be seen everywhere in the city, from big-banner department stores likeBloomingdale’s, to the rarified interiors of St. Peter’s Church. The American Airline jetplane flying overhead bore the iconic logo he designed for the company in 1967. “If you can design one thing, you can design everything,” Vignelli was known to remark. This all-inclusive approach to design was, still is, an important lesson he imported from Italy to North America where designers continue to be haunted by over-specialization.
His most controversial design was destined for the underground. Vignelli’s 1972 subway map, which replaced geographical accuracy with geometric clarity, earned him great acclaim from his colleagues and, later, curators. (The MoMA included the map in its postwar design collection.) The design, however, proved extremely unpopular, drawing the ire of New York commuters who didn’t warm to its unsentimental depiction of Central Park, which Vignelli colored gray and made square-shaped. Beyond the muted color scheme and alienating shapes, passengers just had a hard time using the map, and instead, rallied for the “spaghetti” design of yore. After just seven years of use, they succeeded in retiring Vignelli’s masterpiece.
Winston Churchill once observed the correlation between design and culture: “we shape our buildings; thereafter they shape us.”
Designing any object, whether a 3-ring binder or a building requires thought into use, environment and user. For years, the idea of healthier environments was not a high priority – people smoked at work, the convenience of plastics out-weighed many other concerns -but with greater information on how things affect us, healthier is becoming a larger component of design.
I thought this article was interesting as a perspective from an architect designing the spaces we all spend a lot of time in:
Buildings are fashioned by the choices of people who design and construct them. When completed, those choices impact the inhabitants for a lifetime, but how many of us realize the true scale of this impact. Over the course of my career I have designed more than 51 million square feet of commercial space for more than a half-million people. Now consider that I am just one of more than one hundred thousand architects in the US alone. Some may suggest that as an individual, I represent a small portion of the impact to be made by architects and builders, but I prefer to think that I have a half-million people counting on me.
Winston Churchill once observed the correlation between design and culture: “we shape our buildings; thereafter they shape us.” When this was said, the intent was to convey the use of space to accommodate large fluctuations of intended function; however a new stage of evolution is already upon the building industry. One that will certainly engage the health and wellness of the occupants of our buildings and requires we alter our philosophy and approach to design.
For the human body to operate effectively it needs proper nourishment, and just like the human body, buildings need to consider the ingredients of the products they come to embody. In order for us to put our design on the right diet, we need to start reading the labels and in doing so, promote our manufacturers who are beginning to understand the makeup of these products, as well as how they will work together as a completed system. Material transparency is a valuable first step toward designing healthier environments made with healthier products. Buildings that use healthy, sustainable materials can have a positive impact on people and the environment. Considering these realities, it is imperative that designers have the information needed to make truly informed decisions regarding the chemical makeup of the products we use. The key to delivering this value lies within the details of how each individual element contributes to the whole. To do this, we need to completely understand building product ingredients, so we can make educated choices that will inform the complete lifecycle of our designs and positively impact the people who experience them. We want people to live and work in environments made with healthful materials.
For the rest of the article go here.
From our perspective as a manufacturer, what goes inside the building is equally important. We spoke with an architect who had a LEED building fail it’s initial air test because of the furnishings and office supplies. With 60 million + 3-ring binders being sold in the US each year, we believe that from carpeting to binders, each element of your environment needs to be considered.
At Corporate Image, we design every component of our products. From inert laminates to soy inks, recycled papers to 100% recyclability, we track what we use to give you a healthy product that looks and works better than anything else you can find.