Brand As Voice
"I am large, I contain multitudes."
-Walt Whitman
The shift from corporate identity to branding represents one of the most significant transformations in graphic design in the past two decades. Branding endeavors to codify the personality of an organization by shaping all its utterances. In the brand model, every corporate citizen must be trained to sing in the corporate voice.
In the simplest of terms, while corporate identity programs attempted to manage a look, brand programs attempt to generate a voice.
The voice is a powerful device, and that is why powerful organizations take its modulation seriously.
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