Interesting post on the subject of corporate identity design from the Forty – Business Blog.

Nobody likes the guy at the party who’s trying to impress everyone. Be cool and be yourself. That’s what corporate identity is all about.

A logo isn’t about how to impress everyone else – it’s about your company and who your company is – what it stands for – what you would like to to stand for – make your company’s logo an aspiration-inducing symbol that your employees will look at and go, “This is what I want to be doing. This is what builds passion for me. This is MY company, MY vision.” Of course the basic principles like recognition value for the logo by the customers are important strategic considerations – but at the end of the day, if your company sucks, no matter how ‘awesome’ a logo you have, the logo in itself is not going to BUILD your image.

A customer will much rather do business with a company that caters to his/her requirements and has an ‘ok’ logo instead of working with someone who’s all show and no substance.