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You have a faith, everyone has.

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Would you be recognized in a crowd?

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You may see yourself like this, but others may see you like this.

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And some people are two-faced.

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Anyway, they look different at different times.

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In fact, some people have so many faces that only their most intimate friends know them all the time.

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People have been interested in how they look since they discovered how they look affects how people react to them, and distinguishes them from all other people.

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But there was a time in history, before men had learned to live in lasting peace with each other, when a man had no face, and he became anonymous.

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In battle, he looked just like the enemy.

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To identify himself, he devised a graphic mark which decorated his weapons in a good remnant of war.

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The glory of the battle and the glory of the weapon became the glory of the mark.

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At the time, the mark was embellished to symbolize special achievement, valor, conquest, and noble rewards accorded heroes and victims.

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The identity mark came to be called the coat of arms.

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Merging aristocratic families were depicted by impalement of the coat of arms.

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It was proudly preserved and handed down to progeny.

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It became the graphic record of the proud events in the history of the family tree, and was pompously displayed, commanding respect and awe.

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The mark declared ownership and conveyed stature to possessions and documents.

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Tournaments blazed with pageantry, and proud colors were carried across the sky.

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With a passage of time and social orders, the identity symbol has been used in many

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ways by churches, tribes and empires, monarchies and republics, cities and states, trade guilds

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and professions, banks and hospitals, clubs and political parties, universities and corporations.

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Artisans marked their work with the identity symbol to denote true authorship, pride in

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quality and craftsmanship. It protected consumers from imitators. Today, the identity symbol is

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widely used in modern industrial communication. It provides the instant frame of recognition,

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distinguishes one company from all others. But the corporate faith is more than its identity

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mark. It is all the visual impressions a company makes upon the public. A look that is appealing,

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appropriate, distinctive, makes the company stand out in the corporate crown. But when the company

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look is not measured for 20th century ways of seeing, it results in a vast confusion.

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Unlike the illiterate medieval man, the modern consumer can read, but his world moves swiftly,

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complexly. The sign must compete for his eye and his time. The consumer reinforces his awareness

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of a corporation and the meaning it has for him. Every time, every way, every place, he sees an

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expression of the corporate look. Because buyer and seller are separated by the limited personal

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contact between the company and the public, a company must depend upon the modern day heraldry

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of corporate identification to attract interest to itself and its product. The evidences of

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corporate heraldry surrounds the consumer everywhere. They can attract, repel, or go unnoticed.

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The look of a corporation is what people see. Plant facilities, offices, vehicles, packages,

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exhibits, uniforms, products, stationery. If these are to project the face of a specific company,

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they should each deliver a consistent impression. The corporate look is a signal,

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a potent opinion maker, and a sales determinant. To be effective, it must work for the company.

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It must register, be remembered, and recalled at the time of purchase.

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The corporate face comes to focus through the identity symbol. The faces of different kinds

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of corporations should have different looks. A face can say strong, gay, flexible, sophisticated,

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traditional, offbeat, worldwide, research. But the face a company shows should be determined by the

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company of another kind. The other part of a company is its personality, characterized

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not by what is seen, but by what is experienced through contact. By consumers, by employees,

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stockholders, suppliers, governors. The corporate face, the corporate personality,

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together make the corporate image. Every company has an image of some sort. The unplanned look

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stands a good chance of being diffused, misleading, ineffective. And in today's competitive market,

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diffusion is hard to sell. The consumer is confronted by a growing number of products on

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the market. He sees fewer differences in the product. He does much of his buying in self-service

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markets. His attention is directed to those products which beam themselves to his eye by

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arresting visual design, leaving an indelible afterimage. A consumer does not really know the

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merits of a product before he tries it. His initial purchase is often triggered by something else.

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A provoking ad or mailing piece, an attractive package, or the appearance of quality and good

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taste in the product itself. The customer buys on the strength of anticipation, but along with the

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product, he buys the convincing symbol of a familiar and respected company which is his guarantee

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of quality, assures his pleasure and satisfaction. The prestige of this symbol influences his purchase

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of other products which carry the same mark. A company must know itself before it can make

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itself known to others. Once its nature, objectives, policies are defined, graphic artists, product

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designers, printers, architects, coordinated by imaginative administration, collaborate to project

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an integrated company look that is consistent with its overall character, directed to its market needs

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and designed to reinforce an affirmative appeal. The corporate face can be its fortune or misfortune,

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an asset or a liability, create goodwill or badwill, public interest or indifferent.

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One face can launch a thousand ships. Another can turn men to stone.

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Know yourself, make yourself known to others. Put your best face forward. Your face may be your