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Often called the “Wassily “ Chair, it was originally de-
signed by Marcel Breuer in the mid 20’s for Wassily
Kandinsky’s apartment at the Dessau Bauhaus. The chair
has been manufactured from various materials over the
years, however, the design has remained unique. An
ever-popular furniture piece amongst Designers, Decora-
tors and Architects. The original chair was manufac-
tured from nickelled tubular steel for the frame with can-
vas or leather. Later years the frame changed to chrome
plated. What makes this piece of furniture so amazing is the fact that the person sits “in” the chair and not “on” the chair.

Wassily Kandinsky Chair

Corporate identity is the means of identification of any organisation competitively involved in the market place. The significance and importance of a clearly defined identity has become all the more important over the past few decades as the competition in the market place has become more vigorous.

Very strict rules apply when it comes to the design and use of a logo, as any company’s logo creates a first and lasting impression of the organisation. Due to this a very stable image needs to be created for application over all manifestations of the brand.

Designing of the brand elements need to take place, while keeping in mind the goals and objectives of the company, as well as the name of the entity, products and services on offer. Careful attention is required with regards to applying the logo in any layout, keeping the colours, fonts and other elements of the logo consistent. Should any of these elements be deviated from, the brand will become watered down and will appear to deliver services and products that are less than satisfactory.

Each company has a unique reality and this has to be reflected very strongly in it’s individualistic logo that will set it apart from it’s competitors. The objective of the company also needs to be clearly and accurately communicated in a positive way. Thus done, the view of the company will be favourable, making it appear solid and reliable.

Companies that are operated as a single entity tend to use only one singular image for both their corporate and product identity. A point in case is Sony, should the electronics         supplier decide to diversify it’s services into the airfreight business as an example or start to offer a service or product that is far removed from their current products they will have to give re-branding some serious thought.

There are various options when faced with having to make such a decision.
1. The company brand can remain the main focus and therefore be dominant as with Sony
2. The products can become the leading brand elements
3. Both the product and corporate firm could share dominance

An Example of a company with a product dominant focus is Unilever, which manufactures and supplies the retail market with various well known products. Most lay people have no idea who the manufacturer is but remain loyal to the product brands. Examples of products produced by Unilever is as follows, Skip, Omo, Surf,  Stork, Flora, Organics, Lux, Axe, Sunsilk, Vaseline, Knorr, Glen, Lipton and Ola among numerous other products

Coca-Cola is a perfect example of product and corporate dominance, as they have various products carrying the Corporate brand ie. Coca-Cola and in addition various other products carrying product brands ie. Sprite, Fanta, Tab etc.

The above is just a fraction on the subject of corporate identity, as corporate identity in it’s entirety is comprised of three parts:

All this, being enough for a future article.

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