ABSTRACT
A large organisation changing its identity will by necessity need to introduce publicly and with a full explanation. The correct protocol or convenient pecking order for the identity's communication is a matter of manners and politics. A sense of order is a basic requirement of any identity. Yet having too few guidelines can lead to abuse of the intended identity through lack of sufficient instruction. An identity is much more than the simple implementation of a logo. For retailers, success or failure of an identity triggers a profit or loss more rapidly than any other areas of business operation. A failing shop with a poor identity, refitted yet selling the same stock, can potentially turn profit to loss with surprising alacrity. An organisation needs to be kept informed about the issues that affect its identity. The announcement of a new organisation differs from the re-identification of an existing organisation.
