"Human beings are born with a unique identity – carried in our DNA or via our fingerprints. And when that officer of the law asks you to show him some ID, you simply flash your ID card, passport or driving licence. Things are not that simple for companies and institutions, who have to have one invented for them. Once upon a time, a simple, eye-catching logo did the trick. Now it has all become very much more complicated, with the bigger firms needing a complete “identity system”.
"A good identity gives you the possibility to keep building on it."
"A good identity should include a recognisable visual with a smart idea behind it that is able to transcend across media."
"A good identity works when it consists of more than just a logo – it needs to be a simple modular system that can be used on a variety of different media and materials."
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