logo design sapce

Nowadays, an average person is exposed to 5,000 advertisements a day. In the overwhelming clatter of messages, it is increasingly difficult to present a memorable image of a company that will stay in the consciousness of the public for a while. Hundreds of thousands of messages vie for attention of an average person, therefore the message of a new organization must be adequate, cohesive, and distinctive, but even the best idea will not be noticeable, if it is not based on the company’s values.

“A thorough understanding of a company and its values is crucial for a designer”, says Kamil Olender, lecturer in graphic design at SWPS University in Wrocław.

Mission, Values and Design of Communication Strategy

Over the past several years, the psychographic and behavioral criteria have replaced the geographic and demographic indicators in the process of defining target groups. The psychographic and behavioral data is mined based on consumer life style. A brand must relate to familiar emotions, behaviors, places and visuals of its target audience to win their hearts, so that consumers can, without a doubt, identify the brand, based on audio-visual cues. Let’s look at the biggest and most recognizable brands.

Happiness, joy of life, family meals, friends, love and, of course, Santa Clause and Christmas. What brand is this? You’ve guessed it, Coca-Cola. Consumers will name the brand without a doubt and will not even wonder whether it is Pepsi, because Pepsi carries different connotations and different values.

You might think that these are just special cases. Let’s look at some other brands, but this time let’s reverse the process. What comes to mind in relation to Volvo? Probably some of you have answered immediately: safety, minimalism, elegance, and quality. Correct, because the Volvo brand uses these values in its corporate communication.

Happiness, joy of life, family meals, friends, love and, of course, Santa Clause and Christmas. What brand is this?

Brand Personality

However, understanding the mission and the values of a company are not the only challenges communication designers face in their work. Getting to know the mission and the values is only the first step in the process of building a corporate identity. The next big step is to design recurrent and identifiable messages and actions, in other words, to design the identity of a company or brand. Predictability and cohesion are two very important aspects of corporate behavior and communication in all its forms. Because corporate identity will make the brand stand out. Thanks to corporate identity, people see Coca-Cola as a family oriented brand and Volvo as a safe and elegant brand.

Design Process and Company’s Mission and Vision

In the process of building a communication strategy, the phase of defining the company’s identity is crucial, because all subsequent actions and messages will stem from this identity. The messages will carry the values that are important to the brand and to the target group. The values will dictate the subsequent phases of the communication strategy, i.e. the philosophy, the story of the brand and the whole corporate identity suit, including communication, design, and behavior. Personality cannot be designed in a vacuum, without any relation to identity. The understanding of company’s mission and vision is crucial for designers and graphic designers, because as we have seen on the real examples, a successful brand is a cohesive brand. And this is what a successful communication strategy is all about.



Kamil olender

Kamil Olender - holds a degree in Communication and Corporate Identity Design from the Institute of Journalism and Social Communication, University of Wrocław. Currently, he is a doctoral student at the Department of Languages of University of Wrocław and a lecturer in graphic design at SWPS University in Wrocław. Kamil specializes in communications of identity on the Internet. At SWPS University, he teaches corporate identity in the media, intercultural competencies, negotiation techniques and strategies, and interpersonal training.