Catching a flight from Vadodara one recent morning, I saw a building with Linde emblazoned across it. At first glance, the name and the font are reminiscent of Lindt Chocolates. The free flowing lines are that of a luscious creamy chocolate. There is a certain whimsical air about the way the brand is written, and could signify an indulgence brand or a luxury brand. In reality, however, Linde is a German engineering and industrial gas giant. The brand does not connote this at all. A brand such as this should, upon viewing, stand for precision, no-nonsense reliability and professionalism. In contrast, L&T, Schlumberger, BASF and Air Liquide stand for these values due to their choice of fixed width fonts, precise and angular forms, clear and no-nonsense styles.

A brand’s identity is the face of a brand. It creates the first impression. If it can communicate its brand essence and values, it can help establish a brand. If it goes against it, then brands need a much longer time frame, a lot more resources to counter first impressions and establish it firmly in the minds and hearts of people.

The new chocolate brand, LuvIt, has a great name. But the visual identity has little fun or indulgence codes. Chocolates are seductive, luscious products about creamy mouth-feel indulgences. The brand does not communicate those values and would need to work much harder to bring consumers into the LuvIt fold.

On the other hand, Lemon mobiles remind one of a drink or a light café. It is difficult to build trust in technology with the choice of a brand name and identity of this kind.

Design shapes perceptions and can be the strongest ally in creating a successful brand. Fast.

Alpana Parida is the President of DY Works, a brand strategy and design firm that creates culture-based solutions for businesses

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