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What’s missing from many corporate identity projects, says
Rüdiger Goetz, principal with Matthias Simon of Simon & Goetz
(Frankfurt, Germany), is the truest benefit to the client’s brand—
that is, business success. Many designs produced today are
visually exciting and some even win industry awards, he acknowl-
edges, but what is the actual worth of those designs? Do they
really help the client for whom they were designed?
Simon & Goetz’s identity design for Rotwild, a brand new com-
pany making ultra-premium mountain bikes is a good example of
how an effective brand image is created from the ground up, and
how that identity is crucial for corporate ...