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Researching name and visual style

There are differing views on this. One respectable view is that it is possible to research individual parts of the proposed identity programme - names, colours, symbols and even the whole - before it is launched. The argument goes that such research, while it may not tell you what will work, will definitely tell you what won’t. Client organisations increasingly demand that research of this kind should be undertaken. As research techniques improve, it is clear that the risk-reduction process which this kind of activity offers is becoming increasingly worthwhile.