Found this this short but rather good extracts from an article on IDEO founder Tim Brown’s blog:
Identity is an interesting thing. On the one hand we are responsible for our own identity and can be intentional about it. On the other hand it is shaped by the perceptions of others. For individuals or corporations, the challenge of re-designing identity is one of evolution rather than revolution.
Could not agree more, an identity job it is a constant process and evolution is a far better and more adekvate way of putting it when it comes to the process of your creative change.
One thing we learned about what’s next for designing identity—not just for us, but for many businesses in the 21st century—is that there is a design opportunity in being global and genuinely sensitive to the cultural nuances of location and people.
Be sensitive and let your identity and brand evolve and look for adaption towards you potential market and customers!
Read the full post here