ABSTRACT
Emotion and opinions tend to lead the human race. Many organisations are content to believe that their logo, and little else, is their identity. Many individuals are also inclined to think it is their name and nothing else that counts. A compelling image is planned to succeed at all levels of communication: visual, verbal and behavioural. The more complete identity that we are concerned with will cover all aspects of visual, written and spoken communication. Instincts and emotions are powerful forces, for they have a tendency to sweep away everything in their path—and that includes carefully manicured cashflow projections and obsolete organisational structures. For many businesses with limited potential for achieving true market differential, an effective identity may be the fastest and least expensive way of gaining that differential or, for some, perhaps the only genuine way of gaining market awareness and sales.
