A new 'look' for any organization cannot be a papier-mache cover, tacked on with Scotch tape under the heading of 'beautification.' It has to be based on a probing examination of the company and the people who work for it. As a result, the eventual external visual design becomes the graphic extension of the internal realities of a company.
This quote emphasizes the importance of authenticity and internal coherence in organizational branding. External appearances should reflect the core values, culture, and realities of the organization, rather than superficial or temporary fixes. True transformation involves understanding the organization deeply and allowing that understanding to inspire every visual and external aspect. It reminds us that genuine branding is rooted in internal consistency, making the outward presentation a true mirror of internal essence. This perspective encourages brands to prioritize integrity and insight over superficiality, fostering trust and long-term resonance with their audience.
