Corporate identity works almost in a subliminal way. It can be associated with a specific set of values, a geographical location, an era… even a moment in life.
I’m as old-fashioned as they come. Every time I watch Denis Leary’s stand-up comedy, I can’t help but to feel identified whenever he talks about simple things such as coffee-flavored coffee or Dunkin’ Donuts. Some images are iconic to me, they define a moment or a place or even a feeling in my life. These images became part of my routine and gave me solace and a couple of anecdotes.
That’s why I hate poor corporate identity makeovers. They scrape off the good stuff.