What did you consider when coming up with your company's brand image?
30 Nov 2008

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The selection of the brand image for DC Strategy has been an ongoing process with a combination of specific research, analysis and judgement. The definition of a brand image varies from person to person but from the DC Strategy perspective it is the entire portfolio of logo, brand positioning, firm positioning, collateral and imagery for both national and international markets.

DC Strategy is a specialist consulting and legal firm so we had to understand how to select a brand that would meet the different specialist needs. We wanted to achieve a high standard to reflect our position as market leader. The design of the logo itself and surrounding colour was a specific exercise based on extensive research of the history of use of colours in corporate branding. We completed an analysis of colour use for the past 50 years and considered the multitude of applications from office design to collateral and online.

The overall style is probably the most contentious point for many organisations to decide. Our choice of style was based on the need to balance contemporary, timeless and international transportability. As DC Strategy operates and interacts with a multitude of markets we needed to adopt a style that respected the differences in style between the US, Asia, UK, European and Middle East markets.

The research suggested a semi-formal style and sticking to a font style that did not try to get too clever as it would be difficult to adjust or reproduce in some markets. There are a number of factors now that were never present before when selecting a brand image. The need to take into account domain name accessibility, Google utilisation and internationalisation to name but a few, can add considerable complexity to an area that has traditionally been seen as an art rather than a science.

—See DC Strategy’s branding online at www.dcstrategy.com

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