Design and the corporate story
Much is changing in our society, often unforeseen and not always desirable. The big story is missing and we wonder what or whom we can still believe. Yet that is exactly what we do for our clients. Using corporate design to tell their story. And show who they are. Recognizable and convincing. Corporate design for which it is intended.
Capturing the soul
This is the opening text of this website. To tell in a few words what we do. And relating that to the time in which we live. A time full of changes, in which nothing is certain anymore, while the need for it remains undiminished. This applies to the big story, but also to everyone's personal story, and therefore also to the story of every organization or company. The corporate story. For us as logo and corporate identity designers, that story contains the essence of the corporate identity. Which amounts to a unique set of core values, which together form the soul of the organization or company. We see it as our mission to capture that soul and transform it into design. If that succeeds, marketers and communications experts can take over from us. At least, if they stick to that set of core values, on which our design of logo and corporate identity is based.
Defining identity
In practice, however, this unfortunately does not work that way, and that knowledge gets lost "somewhere along the way. Almost certainly when new people man the marketing, communications and/or information functions. But also when the same people stay on. Once the change has been implemented and/or the campaign completed, other matters soon demand attention, and mission and vision -in which the core values are often laid down- fade into the background, only to receive attention again in the next change. If that means a new assignment for us, we are of course happy with that. But we also think it's a shame if the deeper idea behind the corporate identity design gets lost in the long run. Because the corporate identity then gradually loses its power, becomes an empty shell, and no longer has the effect for which it was intended: to provide the organization with an identity with which it can distinguish itself and permanently bind the target group, which recognizes itself in it. And that is a pity, because your identity and your corporate identity should, at least in essence, be a constant, which from that fixed core adapts to time and circumstances. What matters to us is that the understanding of that core is not lost. We already did that by recording our thinking when designing a new corporate identity in a fact sheet. However, a fact sheet is not enough to give management and employees a heart to heart. But a corporate story is!
Connecting people
About the corporate story -when it started as the personal story of the founder of an iconic global brand such as Apple and Nike, for example- and the related 'storytelling' (after all, the story has to be told), complete textbooks and extensive manuals have now been written. Especially on how to write and apply them with the main goal: to instill the desired culture in the (new) employees of an organization, for example in the case of a merger or major organizational change, or in the case of new leadership (especially in large companies). By describing the genesis and development of the organization/company and painting a clear picture of the original values and norms and the underlying motives and ambitions, the corporate story makes the company "human" and provides a common "handle" for every person directly involved. For us as designers, it provides an unambiguous starting point for developing the -visual- identity and for designing a corresponding logo and corporate identity, with the ultimate goal of creating a clearly recognizable and distinctive image. By also writing down the story behind the corporate identity and publishing it, for example in the form of a handy booklet, it can be used during the introduction of the corporate identity, as a reminder when designing campaigns and/or drawing up an annual report, and as part of the introduction of new employees. And, of course, at all other important communication events and presentations.
Connecting people
Thus, the corporate story can be used for multiple purposes. As a design agency, we are particularly interested in the proper application and operation of the corporate identity and other corporate communication tools. Then it is not enough to design the corporate identity alone. We also consider our involvement in its introduction and implementation important. Among other things, by advising the client during the introduction of the new corporate identity. And by recording the story of the corporate identity in a corporate story. Naturally in a form that further underlines the new corporate identity. Because we remain Cascade - visual communication. For clients who believe in the power of what makes them unique. And in the power of good design.