Raw material is delivered to a design studio every day. This material is in the form of words, numbers and images. The designer has then to assemble these modules of information into a coherent whole that accurately presents the company and what it does. Absent from the raw material, however, is any voice, or attitude, or style---the features that set a company apart and give it an identity (just as one's manner of speech or the clothes one wears shout THIS IS ME). To communicate a company's personality, the designer must add sound to the words, form to the figures, a point of view to the images.
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