After surviving the worst of the dot-com bust, IDI decided to work on recreating its identity, something that had been largely ignored during the rapid growth phase in previous years.

When I proposed a new business card design, it met with mixed reviews from some of the longer-term staff who didn't feel comfortable with a drastic departure from the "old IDI."

The following is a document I sent out to market the new design internally.

Building the Brand of IDI

IDI... what does it mean? "Internet Development, Inc." Well, what does that mean? It means we develop for the internet. But so do a lot of companies...for a variety of markets and market segments with different focuses and skillsets.

We know what we do, but sometimes others don't. Our logo is strong and professional, yet there is a generic quality to our image which reminds me very much of IBM.

Our logo communicates quality, professionalism, with a slightly elegant, conservative feeling. However, when combined with our signature "white, red, and black" colors, it can sometimes seem dated to the late 80's/earlier 1990's.

In most of the world, this isn't a problem, but in our arena, people often dismiss last year's innovation as "out-of-touch."

Don't get me wrong, we are not a "bleeding-edge" design firm ala RazorFish, but to ignore the larger design culture of the internet world and it's relentless march on hurts us.

For example, the globe motif on the previous card and the suggestions to hold on to it. The globe is one of THE MOST overused icons, period.

To me, use of the globe in almost anything but a travel agency suggests a lack of genuine identity. It was also particularly popular during the 80's.

But enough of critiquing what was, let's move forward and explain what is being communicated by the newer designs.

1) Use of the "cutoff logo" is simply using typography as a design element. This is a fairly well-established, but not everyday, practice. It bespeaks a certain boldness and confidence, and gives us a very modern image update.

2) Usage of gray tones in the first two designs combines boldness with sophistication. Red, white and black communicates energy or pizzazz, but the greys balance that energy with depth.

3) The conscious choice to not use capital letters also speaks to a certain modern orientation, although certainly not mandatory, it also helps to update our image.

4) The overall layout is very distinctive and not easily forgettable, but not "chaotic" or "in your face". There are many formal relationships in the type alignment (bottoms of text groups match up) that communicate solidity, but the elements together still present a "progressive, professional image that's rooted in something solid."

The silver backed/white and red combos work along similiar themes, although obviously we lose the power of the greys.

However, we do gain a beautiful sense of simplicity. Simplicity in a design is tricky because the fewer elements, the more every single one matters.

Flaws stand out dramatically. On the positive side, simplicity often "feels right" or "perfectly complete" (it combines boldness with a sense of mastery or serene confidence) and communicates that about the company.

One final note: I realize most people who aren't designers don't sit around and consciously analyze every line, dot, shape and color they encounter in daily life. But our subconsciouses do! Human beings look for meaning in every image they encounter and record them, whether or not they are aware of it, which is why branding and how we communicate IDI means so much.

Thanks for you time,
Suzan