Architects – not those who primarily are servants to the investor market, but those who in big letters have written freedom of their thoughts on their flag and who hold that flag high – often feel uncomfortable at the thought of having their own corporate design, since that could mean even the slightest kind of design-related definition and fixation. Nothing wrong with that. But untrue.
Obviously there is a huge difference between corporate identity and corporate design. The big question is how corporate a corporate design needs to become and how subtle and supportive it might be.
Full throttle for maximum subtlety.