Recognizing the problem isn't as simple as it might seem on the surface. It isn't only handled by the creation of a neat logo design. A hastily contrived vision statement won't turn an image around. A series of unrelated ads can't resolve the whole matter. Quick fix solutions place too much burden on a single measure.
Identity controls all aspects of communication.
It is the corporate voice, and the corporate face. They also illustrate the fact that there are other issues to be reckoned with besides the obvious development of a simple logo or a strong graphic design system. Your company is recognized by its logo, but it is remembered by its name. It may be the only mechanism in service organizations that enables them to stand apart from their competitors. If your name is weak, your image will be weak in the following ways.