28 October 2008
Brands can learn to speak
MetaDesign publishes expert survey on brand language

MetaDesign has conducted an expert survey among medium-sized and large companies with the support of the German department of the Leibniz University of Hanover. Decision-makers from the fields of marketing and public relations responded to questions on the topic of CI-appropriate language design, its present state of development and its potential in everyday business.

The survey revealed that a vast majority of experts are in favor of a standardized language in line with corporate values and with a high level of recognizability. But implementing such language usually seems to break down due to a diffuse fear of becoming interchangeable or of losing identity.

Most companies lack effective means to fashion their brand language so that it is both harmonious and consistent, with the result that brand identity is still primarily visual. Language is the aspect of corporate identity most often neglected in everyday business.

The expert survey “Corporate Identity und Sprache” (“Corporate identity and language”) may be obtained for 50 euros through contact@metadesign.de.