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THE BUILDING 1: RECREATING THE HISTORY
There are many reasons for a long-established organisation to move to a modern building out of town: Cost, maintenance, transport links, health and safety. Brand values don’t always come into it. But when their brand identity is set firmly in the 19th or early 20th centuries to reflect their traditions, it’s always a surprise to find them in a modern industrial unit. But there’s no need to throw the baby out with the bathwater. Even though they’ve left the old building, the interior of their new workplace can be designed to reflect a part of the brand’s history.
The idea Stepping inside a building and finding something completely different from what the exterior has led you to expect, can be a surprisingly pleasant experience. Modern buildings don’t have to be kitted out with plain white walls, light wood veneer office furniture and neutral carpet tiles. They can have floral wallpaper, antiques and polished floorboards, if that’s what suits your brand best. Use your brand values to influence and inspire your building’s interior. Of course it has to be functional but there’s absolutely no need to make it into another identikit office.
112 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 112
12/14/11 11:14 AM
