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Tony Spaeth Jerry Kuyper
Rucamp-2010
Moscow
17 July, 2010
The Futureof Identity
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The Future of Identity
1 Identity and leadership
We will see increasing recognition in leadership
education (business schools, think tanks, etc.) for
the sometimes awesome power of institutional
identity management as a leadership tool
an agent of directional change, cultural change,
unification, and restructuring.
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The Future of Identity
2 Uglier, weirder names
Because of the Internet (globalization of markets,
perfect information on conflicts, real and
imagined), the beautiful names are all gone and
we will see increasingly awkward and arbitrary
names (more numbers, more use of foreign
words).
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The Future of Identity
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Quiz
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Quiz
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Does It Matter How Things Look?
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Agenda
Introduction
Criteria
Case Studies
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What I Do
Use strategy and design
to create brand identity
programs to helporganizations become
better known and better
understood.
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Why I Do It
Breadth of industries
Range of countries and cultures
Senior management involvement
Enduring
Visible
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Geographic Experience
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Design the Dream . . .
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. . . the Reality
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Name Opportunity
Disney MatureFilms
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It Works Fine in Spain?
BS
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Passing the Torch
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Cooling Tower?
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Rejuvenating a Leading Japanese Bank
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Visual Identity
Strong
Distinct
Memorable
Enduring
Visually appealing
Meaningful
Legally available
An effective logo reflects the
positioning and expresses
desired image attributes.
The logo should work with
the name to create a
positive emotional response.
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Strong?
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Memorable?
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Enduring?
1984 1990 1998
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Really Small
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The Nick Name
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Ouch
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The Family That Sold Out, Roz Chast
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History Of Visual Identity
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History Of Visual Identity
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Agenda
Introduction
Criteria
Case Studies
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The Inspiration
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Many Interpretations
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Cisco 1996
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Cisco 2006
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Cisco
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Into the Future
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Full Positioning
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Logo, aka the football
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Brand Architecture
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Positioning
LodgeNet envisions and delivers engaging
interactive experiences that keep customers
of visitor and guest-based businesses
connected, informed and entertained.
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Medicare
MedicareIntegrated
Innovative
Exciting
Friendly
Fun
Savvy
Personality Attributes
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Communicating the Digital Pipeline
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Brand Architecture
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Future of Identity
Less rendering/software driven solutions
more idea driven solutions
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Invisalign Experience
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Invisalign Experience
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Brand Architecture
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Future of Identity
Fewer neutral expressions
More visually engaging identities
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Building Support for the Humanitarian City Project
I f ili f l b
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Its familiar, of our culture, but
F M bl t
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From Marble to
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From Marble to Mouse Pads
F t f Id tit
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Future of Identity
To know what to leave out is art.
- Picasso
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CEO for the day
Before and After
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Before and After
Before and After
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Before and After
Before and After
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Before and After
Future of Identity
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Future of Identity
More:
- design it yourself?
- more flexibility in expression?
Future of Identity
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Future of Identity
Future of Identity
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Future of Identity
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Thank you
Tony Spaeth
Tony Spaeth / Identity
Jerry Kuyper
Jerry Kuyper Partners