The matrix
DRIVERS
TOOLS
Identifier tactics
The "identifier" is the communicative name, as expressed in logo form. So Identifer Tactics can include...
- name change ( and to what kind of name?)
- logo change (to primarily a wordmark, or symbol-dominated, and in either case, using which specific design strategy?)
Tools | Tactical options |
Change of the institution's everyday communicative name (not just its formal name, like dropping a descriptor, or its legal name, like changing from Inc. to Corporation).
Name change |
New name is a real (dictionary) word...
Borrowed words- Descriptive Music Corporation of America - Evocative Sprint - Arbitrary Apple - Imported (from another language) Fortis - Person, real or fictional Lincoln, Mercury - Place, real or fictional Corning New name is a newly-coined word... New name is... New name is one of the company's brands
BrandSara Lee Corporation |
Replacement or redesign of the institution's visual signature.
Logo change |
Name itself is the primary focus. Can be... Note: Where a symbol is locked in only one fixed relationship to a wordmark, as is Cisco's bridge symbol, the mark should usually be considered primarily a wordmark.
Graphic symbol plus a wordmark. Note: The symbol may or may not be used independent of the wordmark, for example as a product emblem or to endorse business unit names. If both vertical and horizontal symbol-wordmark configurations are provided, the mark whould usually be considered symbol-dominant. |
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