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Brand chaos or coherence?

By Claire Hall

A good brand architecture allows an organisation to draw on the collective strengths of all its activities, while remaining coherent and easy to navigate.

A bad case of 'logo-itis' (too many products, services and initiatives given their own separate branding!) leads to confusion over an organisation's core purpose, and can mean that it ultimately becomes invisible to its key audiences.

Download the case study 'Chaos or Coherence?' to see how we solved this for the Royal Society of Chemistry, NUS and the British Lung Foundation.