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Week 6 - Branding Your Workspace

In Steelcase’s article “Questions To Ponder When Branding Your Workspace”, they discuss why branding is so important and the measures a company can take to ensure their branding is successful. Now, most people understand that branding is important, but maybe don’t understand just how important it really is. A study shows that 77% of corporate leaders believe that brand is a critical driver for a business, but only 15% of those leaders believed that their facilities reflected their brand well.
 
Successful Branding in Reception

Successful Branding in Reception
What steps can we take to make sure we brand our facility well? Steelcase defines spaces where it is critical to push the branding of your company – common areas such as the reception, conference rooms, and break rooms; as well as workspaces. Unique elements and the company color palette should be on display in common areas because they have the most impact and the greatest visibility. The workspaces should also reflect the brand/intent of the company by creating a space for many different work types, such as focused work versus collaborative, team-oriented work.


The logo is, of course, a major part of the branding process. For this NEXT project, I created a logo design that reflects what I desire to be the overall feel of my clinic. The font I chose is lowercase, and it has soft edges. The reason I chose this font is because lowercase letters feel more welcoming than uppercase letters, and soft edges provide more comfort than hard edges would. Using a cursive font would have also provided a comforting, lowercase font, but the reason it is not is so that emphasis could be placed on specific letters. I chose to emphasize the letter “e” by tilting it 45 degrees, facing upwards in a growing motion. The reason the “e” is emphasized through tilt is because I wanted to portray the progressive, growing nature of this NEXT clinic, and how it focuses on the restoration of each patient that visits. The leaves growing out of the “e” also portray the concept of growth. Natural elements have a very strong connection with health, which is why it was so important to me to include nature in the logo itself. I also have the leaves arranged in such a way that it appears they will continue to grow, reflecting my NEXT concept. The color palette was chosen to include the many colors we can find in nature. Green, blue, yellow, purple, and pink are all found throughout nature, and the vibrancy of the colors was chosen to promote a lively, invigorating atmosphere for the patients, their families, and the clinicians.

Comments

  1. UnknownSeptember 29, 2017 at 10:25 PM

    Catie,
    I really enjoyed your look at the article "Questions to ponder, while branding your work space." I think this article will be very helpful as you finalize your brand and logo for NEXT, while also being a helpful reminder as you begin to dive further into the overall design process.
    Also, I think your logo has come a very long way from our first critique! It is very fun, engaging, and it makes a statement. I am excited to see how you use it in each individual space and how it is evident in your NEXT healthcare design.
    Keep up the great work and fantastic job!

    ReplyDelete
  2. Professor VanderNoordaaOctober 2, 2017 at 1:41 PM

    Catie,
    Your logo has really evolved. It has much more presence than the original logo. The article you sited was excellent and made the point of how leaders feel that a companies logo is so important but that only 15% felt their own logo was effective.
    Great job!

    ReplyDelete

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