Danger. All Structures Are Unstable | The Identity Edit

I Am = The Essence of Identity

Identity from this primary, philosophical stand shall be perceived as the expression of the so-called “self” – it is the spine engraved in our human existence, it is the source of life, thinking, feeling and being | 

What are the actual origins of “identity”?

identity 
{ c. 1600, "sameness, oneness, state of being the same," 
from Middle French identité (14c.), 
from Medieval Latin "identitatem" (nominative identitas)
"sameness," ultimately from Latin "idem" (neuter) "the same" }

From the corporate perspective “identity” of a brand is not a composition of slogans, phrases, brand assets – it is the combined affirmation of a company’s uniqueness – the all tangible, therefore, visible as well as non-tangible know-hows, the all-embracing, all-expressing factors that a company relates to or identifies with…. Everything that can be seen as the affirmation of its identity | 

 

The key question is: is the identity of a company the same as its visual communication?

Yes and no – the answer is of a dual nature | Why?

Yes – because identity immediately corelates to visual signals and visual symbols that play the role of identification marks of a business, they portray, create and express the credo of a company | 

No – because identity is also something more than visual lingua, it also relates to the experiences that “I” [ identity ] participates at creating meaningful memories, drawing lessons and emotionally forms memories and connections | 

 

The identity of a company is therefore the expression of “I” – the self and also the experiences and emotions associated with it | Dr A A Drzewiecka

 

For some “I” = identity links to the identification that is very much related to “ego” and egotistic insecurities rooted in the fear of being not enough… not the best… not the first … these factors are the main contributors to either overcoming the fear by acknowledging its presence and simply moving on or sticking to its whispering fears … after which peace arises. Realization either way brings peace and joy | 

 

On a brand level, identity is the platform for growth for any company, when well-constructed and clearly defined it removes the “fear” of unknown form the eye of consumers … rather than that it brings the atmosphere of familiarity and engagement, an overall trust and loyalty that naturally attract consumers and turn them into fans and brand ambassadors | 

 

The key point when “Identity” plays the leading role is the moment on a brand level, when the idea of “Danger. All structures are unstable” arises… meaning that there is a dose of insecurity and a kind of a threat associated with lack of stability In brand corporate spine, its visions, mission, values that are strongly related to.

 

Once we realise that all structures are unstable unless solid foundations are being build , peace can be achieved as long as it leads to an understanding of the importance of next steps that would guide slowly step-by-step formation of identity and the confidence around its expression | 

 

What are the actual strictures, the building blocks of an identity?

 

Visual elements are logos, typography, colours, packaging, messaging as well as all those contributors that reinforce the reputational stand of a company | 

 

Danger… all structures unstable … means that as long as all building blocks of an identity are well-defined and have solid plans for growth, self- expression .., the stability increases… however, it is worth keeping in mind that there is always this lack of security engraved in the spine of both a brand and a human beingness as there is nothing 100% stable and guaranteed … there is always the factor of unknown curve that we either enter with pride and excitement or step back and shy away from the possibility of success | 

 

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