The question is also deliberately aimed at the individual within Ashridge, to stretch that person so that he or she can make a bigger contribution to the achievement of Ashridge's strategy. The aim is to clarify what is different about Ashridge and to identify that the point of difference is located in the relationship between Ashridge people and Ashridge clients. Of course, the visual aspects of this are vital and a logotype is part of the visual kit that projects a company's identity. There are other important elements of the visual kit - typefaces, colours, the use of photography and illustration. All of these are used to express clearly what the company is about and the values that drive it.
Identity makes accessible a vision for the future.
It does this in ways that dry verbal expressions of strategy cannot achieve. It makes strategy visible. Within British Airways, research had led the company to the conclusion that it wanted to be seen as 'global and caring'. But many others might equally claim that position. Our role was to interpret this in a way that created a real sense of difference in line with BA's strategy to become a global player.