The face we show the world, as a person, is widely understood as being an element of our brand. It connects us with like-minded people who become our friends, followers and believers.
Corporate brands are in principle no different. Companies therefore go to a great deal of trouble with their corporate image, including their trademark, logo and support graphics. It makes them unmistakably recognisable amid the myriad of visual signals. Just look at the branding mastery of Apple,Virgin and Mercedes.
There is a corollary to this that I specialise in besides the fact that my work is executed in sculptured paper. When I receive a commission from a corporation, I create a dimensional artwork version of their values, visions and culture for all to see and be inspired by. It’s like an artwork version of their corporate id.
You walk into a corporate foyer, and there it is for example, sitting behind the concierge desk, 4 metres wide and 2 metres high. You ponder the meaning of the art and even before you head for the lifts a moment later, you are touched with what you fell matters to the leadership behind those doors. It’s very powerful.
I had a person once say to me that he was determined to work for a particular business where my art stood in the foyer, because of the way the art made him view the company. He wanted to go work there just because of the effect the art had on him!
A carefully conceived artwork that inspires, while reflecting the company’s identity, is a powerful device rewarding its owners and clientele for a very long time.
LinkedIn article, July 8,2016