I’ve just sent feedback to a CIPR Advanced Certificate student on her critique assignment that was inspired by the fact that her company didn’t understand that corporate identity was about more than a new logo.
The original Pentastar had five triangles which floated independently in a pentagon shape, broken by a five-pointed star in the middle.
The new Pentastar, with some changes by Trevor Creed, Senior Vice President — Design, conveys strength and precision by fusing the ends of the five triangles to enclose the star and complete the pentagon.”
Again, the new logo seems to have been the focus of the “news” – I understand how executives find it easy to get excited about an obvious visual change, and a new logo is a simple way of marking the new ownership.
But as they will now need to prove that creating a corporate identity, let alone establishing a positive image for “New Chrysler” will require some strong public relations, not least with the internal audiences – whose support is vital.
“Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.”
Delivering on whatever promise the company believes is evidenced by the new logo will be the real success of the corporate identity change.