Corporate identities

The creation and development of identities–logos symbols and wordmarks can be seen to be the black art of graphic design. So much energy, thought and pure creative magic is bundled together and concentrated into this one "chosen" distinctive mark. This is not to say that there is a lack of process. It is important and necessary to start at the beginning by asking and answering fundamental questions. Research is a key component, yet for the most successful, that is, for engaging and memorable identities, there should be a creative leap beyond process that proves to be the deciding factor. Often these are subtle details, sometimes bold leaps of the imagination. It's often difficult to put ones finger on the specific point of contact with an identity– most often that question never arises. A successful identity just is. It's recognized, accepted, associated and remembered with assurance. It's working.