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There is the given project by a client and the audience that needs to be informed.
Between them stands the designer with a specific outlook and knowledge of things.
For good things to happen, there has to be a dialogue. The designer needs to understand
the importance of the client's business goals and needs to stay alert to the audience
in order to come to the right choices. Because designing is making choices - with
the confidence to leave other possibilities behind.
We are making choices everyday and often we choose different than the day before.
Either we have been influenced or we had a bad experience or, plainly said, matured.
And we are changing the way how we are making choices. This effects design and brand thinking.
The goals of any form of communications cannot be seen anymore only in its formal aspects.
They function as building blocks for an identity that will, by nature, remain unstable in an
ever-changing business and cultural environment. They are part of the process of choice and change.
Change is inevitable.
Though important as how a choice effects the designed form, the why and for what is more
important in its function to create a strong identity to existing, new and desired audiences.
The important factors of a corporate identity and corporate design will be determined through
ideas, passion, discipline and one's own confident beliefs in a product or service. The future
of an identity will be determined by its energy and power to constantly renew itself and to
be open for change.
Design is a collaborative process. Design is formal thinking. Design benefits people when fittingly inserted into a social structure. Design can disturb, but it needs to inform. Design that does not inform has no emotional purpose let alone a rational purpose. Good design helps to make informed choices.
