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Subject: Re: UKNM: Looking for web-development shop
From: Simon Stokes
Date: Wed, 12 Apr 2000 14:50:07 +0100

Brand Identity: Creating a logo and guidelines that work on and offline?
On a slightly different note to Ian Tait's posting (attached): I'm
interested in opinions and recommendations for Brand Identity Creation
I'm trying to 'crack' (sorry!) the chicken-and-egg scenario of creating an
online brand identity that will then be marketed using offline media.

Arguably, this shouldn't be an issue - "A brand is a brand; an identity is
the best expression of that brand" but I'm concerned it's not that simple.

If you start with an offline brand design and identity, it is often too flat
and inflexible online, hence the likes of egg (also I'm suspicious of
'old-media' brand identity companies being able to fully work on an online
brand). Any suggestions or comments?

Alternatively, if you brief a digital design agency to create a brand, will
they have enough experience to create full guidelines (inc. for offline
cross-media creative executions) - or will you end up with something
shallow? Discuss?
Who d'you Dell would use for a rebrand? What would be a good solution?

I'd appreciate any comments or independent recommendations (particularly
with a business-to-business slant).

stokesyatbigfoot [dot] com

> Subject: UKNM: Looking for web-development shop
> I'm trying to compile a list of web development outfits who'd
> be able to provide the following services:
> * Interface design (with consideration of existing corporate
> ID guidelines)
> * Navigation and site 'architecture' - although strictly the
> architecture will come through the CMS
> * Development of highly structured templates to be used in conjunction
> with a content management system....

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