11th January 2005

Creating a brand identity for a global company can be financially lucrative, but in the fast moving world of global brands the commission brings its own kind of design challenges. Digit spoke to >large Creative Director, Lars Hemming Jorgensen, about how best to approach brand design for mega brands.

“As we’re all exposed to tens of thousands of brands every day, the brand needs to convey messages and values immediately and efficiently,” says Jorgensen. “It’s fighting for your attention. If it manages to get it then passing information to the viewer has to be immediate.”

“The identity often needs to be the foundation of the company, the rock, rather than product-centric” says Lars Hemming Jorgensen. “Product development is so rapid that it’s difficult for an identity to try and convey what it does in its brand. A brand is better off communicating more timeless values.”