Corporate Identity

Photo taking in Sheung Wan, Hong Kong

It is not a full-colour store sign with attractive logo and exciting design. It is a mundane folding gate of an old corner store situated at an aging district in Hong Kong. The gate is made of metal with unique engraving of the store name. This kind of gate used to be very common in Hong Kong, but as technology advanced people chose to use other more attractive ways to promote their identity. To me, the engraved gate expresses the long term commitment of the business to the local market, which is no longer the key to success in a global oriented, fast-pace consumerism society. I sometimes wonder, that when we say the term “Corporate Identity / Identity Rebranding” does it always mean trashing the old, existing assets and introducing the new shiny techniques?

See also “Pepsi vs Coca-cola” logo evolution compiled by underconsideration.com for another example of the rebranding issue.