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I love identities – I’ve designed several big ones and love most the “system” aspect of it. A corporate identity is not only a logo, but the combination of typography, logo and graphical elements applied to many different media and form factors. Most of the time you don’t even know all the applications of the identity when you start or deploy it.

I find it ridiculous to judge an identity by only seeing the logo and maybe one more application – whatever application might be. But it’s often done – like in this article on creative review where close to 200 “designers” mock an advertising agency and their work without knowing the background or the briefing for the redesign and by seeing only one tiny little piece of the work.

#CI #Identity #review #britishgas

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Creative Review – New British Gas logo: a sign of the future?
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