Martin on Thinking Design
Thursday, March 1, 2007 'Thinking Design' summarises our design philosophy in BFK. This means really understanding the client's business, its brand and the issues that face it. It's also about being able to think about long-term development, not just about short-term tactical solutions, and creating identities and communications or packaging that deliver differentiation, relevance and consistency over the long term. Thirdly, 'Thinking Design' is about delivering solutions that work.
How often a company freshens its design is not relevant. Timing depends on events within the company, the competitive environment and the market. When something happens that matters, then communications should change to reflect that. There are two occasions when change shouldn't happen, but when it sometimes does. One is when a new managing director decides to put his personal stamp on the corporate identity. Another is when a new brand manager does much the same for a product brand. Design on a whim is never right.
Business Plus, March 2007