October 2010
Beginner
208 pages
4h 56m
English
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86 Program Confidence
Successful identity programs rely heavily on consistency. Consistency is a measure of confidence. Confident companies that commit to strong identity programs will see the best return on their investment. However, identity programs can have a shorter lifespan than graphic identities.
While a strategically focused organization might consider changing only its graphic identity once in a generation, programs may need to be refreshed after a three-year business cycle. Program variations might be necessitated by events—campaigns, trade shows, changing seasons—or ad hoc. Strong identity programs allow for a good balance between ordered consistency and opportunistic variation.
Confident decision makers who are willing to commit ...
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