Your Brand as Art
Over the weekend, I got to check out the newly remodeled SFMOMA. The remodel is beautiful, as are the numerous exhibits (too many to take in on one visit!). I was really excited to check out the “Typeface Interface” graphic design collection, and it got me thinking about other ways a company can share its brand message internally, such as brand posters.
Brand posters on the wall, at a glance
“Typeface Interface” showcased brand work spanning from international way-finding brand standards to stunning annual report collections. (Gorgeous brands in a museum! Yeah, I geeked out.) It is really impactful to see these brand standards displayed on a wall–it truly shows the cohesiveness and detailed consideration that goes into every aspect of a brand. I realized that I have a couple projects in the works with this thought in mind; rather than handing each employee a brand book, perhaps it’s more effective to provide them with cool brand posters or a placemat. This can be something they keep at their desk, or can be larger on the wall for company-wide viewing in communal office spaces. Either way, it will definitely be looked at more often than a booklet would, and employees will be internalizing brand standards each time they walk past them on the way to the water cooler.
Art that reinforces values
Taking it further, one of the projects we’re working on here is to graphically encapsulate our core mission and values to provide daily visual reminders of who we are as a firm, and why we do what we do. This is one more way to subconsciously reinforce brand values on a daily basis, and when designed within the visual standards of the brand, it doubles to solidify for employees which colors and fonts we use to represent ourselves externally. While many companies do this, it’s usually only seen internally–here are a couple of interesting examples:
I understand not all teams feel these visual guidelines are as important as the design team does. But if your brand gets diluted internally, you can trust that it’s being diluted externally as well (ever seen or *ahem* perhaps made a sales presentation that looked really random and cobbled together…and consequently unprofessional?). If there are ways to make brand standards more fun, accessible, and engaging for all employees, it’s worth it–your brand will be stronger for it.