The Project H Design is based on 6 guiding principles, or we could call it also a design strategy. #1 We design through action. #2 We design systems not stuff. #3 We design with, not for. #4 We start locally and scale globally. #5 We document, share, and measure. #6 We build. Such a progressive design strategy makes us believe that design can and will change the world....
Aaker, D. A. & Joachimsthaler, E. 2000a. The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge. California Management Review: 42/4, p. 8-23.Aaker, D. A. & Joachimsthaler, E. 2000b. Brand Leadership. 2000. The Free Press. 350 p.Abdullah, R. 2007. Marken für internationale Märkte. In Hinz, K. et al. (ed.) 2007. Design Management. Teil 2: Design Management konkret. FHTV Berlin, IDZ Berlin und Autoren. Berlin. 127 p.Abdullah, R. & Cziwerny, R. 2007. Corporate Design: Kosten und Nutzen. Verlag Hermann Schmidt Mainz. 204 p.Bachman, T. et al. 1998. 18 views on the definition of Design Management. Design Management Journal: summer 1998, p. 14-19.Balmer, J. M. T. 1998. Corporate Identity and the Advent of Corporate Marketing. Journal of Marketing Management: 14/8, p.963-996.Balmer, J. M. T. & Gray, Edmund D. 2000. Corporate identity and corporate communications: creating a...
We are able to support the thesis that there is clear connection between the corporate identity and brand architecture. In our opinion the brand architecture is a precondition for a process of the development of the corporate identity to start. We are able to confirm that design management is not the only discipline that should be involved in corporate identity and branding. But we could say that in corporate identity and branding development design management should have a role, at least. There is a possibility or even a must that other disciplines are included. But design management is such a wide spectre discipline that it could be optimal if it has a leading role. Corporate identity definitely demands support from top management. Resources in corporate identity development are to be combined from inside of the corporations and...
There was a prediction of future design professionals, back in 2004, who will be:intelligent “makers”,active learners and communicators,active citizens, andsustainable entrepreneurs. These design professionals were to work in sustainable economies and corporate environments that are concerned with economic, social, and environmental issues (Cooper in Green et al., 2004).Source: Green D., Lee et al. 2004. Perspectives on designing design managers. Design Management Review: 15/2, p. 74-79....
For design as such, we know that there are some advantages of outsourcing design, such as: the breadth of experience, objective opinion, bringing challenging perspectives for problem solving, and producing focused solutions. An in-house design team advantages are: that they are active stakeholders in an organisation, focused experience, shared sense of purpose, influencing companies design culture, and easier access to decision-makers and power holders (Best, 2006). Both options have disadvantages too. It is pretty clear, although the example goes from using design, that in corporate identity and brand architecture development the optimal solution will always be a combination of internal and external resources. Source: Best, Kathryn. 2006. Design Management: Managing Design Strategy, Process and Implementation. AVA Publishing SA. 215 p....
Corporate design is an instrument for transformation and, at the same time, a guarantee of continuing corporate recognition (Van Cauwenberge, 2008). And that could be developed only if the proper corporate identity audit has been made.A corporate identity audit has been developed in 9 steps. These 9 steps are: + step 1: select the audit team; + step 2: asses key elements in the corporate identity; + step 3: determine who should be interviewed; + step 4: conduct audit interviews; + step 5: audit corporate identity factors; + step 6: summarize salient points; + step 7: determine the options for change; + step 8: present the audit results; + step 9: use the audit data to improve the corporate identity (Ollins and Selame, 2002). If the corporate identity audit process is to be taken as an...
There are some proposals from different authors. It seems that the proposals depend on the point of view of the authors. If authors write from the perspective of corporate consultants, then they develop a rough process that uses the business language and it should appeal to the boards of the corporations.Such a business proposal of a process approach in developing a corporate identity or other design fields to gain a competitive advantage usually include different steps:articulating the firm's competitive strategy;design requirements and resources;ensuring communication among design and other functions;the design brief;measuring performance (Olson et al., 2000). It is somehow obvious that designers themselves need some different and more specific information.The specific and different information could be presented in complex models or could be put in simple laws of corporate design that are the constitution of the...
The first thing that design should be able to do is to clearly articulate the value it is offering. And if the intention for design is to become strategic, then it is important to be able to articulate the strategic value of design.How to achieve the strategic level of design? Important is to know how to quantify the contribution of design. And at the same time, it is important to know, how the design will become the essential strategic resource to achieve the overall mission of the organisation. When a design is taken seriously in the business process it is important to remember that establishing and maintaining mutually valuable relationships and being ready for design counseling to everyone in the organization is of critical importance. And last but not least to work with business people...
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