Fast Company’s September issue, “United States of Design,” spotlighted the critical role that design plays in any company’s key business decisions. One particularly interesting article profiled General Motor’s Mary Barra, a leader of product development trying to redesign the struggling company’s cars. In the article, Bara describes her goal: make “every GM car sleeker, sharper, and more efficient.”
Barra has a daunting task ahead of her: “she will have to design [GM’s] future.” To keep the company afloat, it’s not just about the marketing efforts, it’s about the “design, engineering, [and] performance” that are necessary to back the brand. She’s working in the midst of what the company hopes to be a turnaround, and though she has a long road ahead of her, the emphasis she puts on design are keeping her on the right track.
Barra’s challenge is one faced by many American business executives today. Those who recognize the benefits of incorporating design into business strategy are already one step ahead.
Frank Sinatra is quoted as saying, “Orange is the happiest color.” And he isn’t alone in thinking that, as brands often choose to incorporate orange into their logos as a way of infusing a sense of fun, cheeriness, warm exuberance, and approachability.
Indeed, it is energetic and positive, uplifting and cheerful. The color orange…
The ironic thing about your brand’s image is that you can’t actually see it. Image as it relates to your brand is a metaphor, an idea meant to conjure up the assured sense of truth that comes with witnessing something concrete (and hopefully positive) with your own eyes. Your customers can’t see loyalty, trust, or any other quality, but an effective brand strategy can help them make the connection. First though, you’ll need to learn to see these qualities yourself.
Today, in the United States, red can represent anything from stop signs, fire trucks, blood, passion, danger and even Coca-Cola and Netflix. Color is deep-rooted in society, and meanings change over time, depending greatly on culture.
Consider the fact, for example, that in the European Union, Australia, New Zealand, South Korea and China…