This is a Bank

This is a good example how to humanise a corporate organisation. A business doesn't need the mythical "corporate look" to project the professional and reliable look.

This project was done by Michael Wolff & Company. Michael Wolff was half of WolffOlins before he left in 1983. The following is he on branding:

1. customers create brands.

2. organisations create brand identities.

3. brand identities are designed as a shorthand to express a set of values and qualities, so that customers can more easily build brands.

4. customers build brands by attributing qualities to them, and holding their own versions in their minds.

5. brands have to be useful, attractive and substantial before they can become valuable; people can sense substance, or lack of it.

6. the role of the brand identity is to constantly nourish the growth of the brand.

7. a brand identity reaffirms the values of the brand in every detail and every point of contact.

8. god is in the details and not just in the numbers. 'you can’t fatten a pig by measuring it.'

9. the whole is greater than the sum of the parts but it’s only throughout the whole that the parts can be represented and experienced.

10. the idea behind a successful brand has to be compelling and authentic.
if an organisation doesn’t believe in it, then why should anyone else.

[Via designboom]