As designers, we make it our business to situate a product or company in the public mind through the use of images. Taken together, these images comprise an identity. The logo is the key image in such systems, the cornerstone without which the entire structure collapses.

Design is not arbitrary; it's rooted in a client's overall marketing strategy. If a logo looks good but doesn't say anything about the company it represents, it's not a good logo. Our job as designers is to be creative—to convey the client's messages, but in a less prosaic way than simply restating them.

Crazy, wacky design for a corporate client won't work. An identity must reflect where a company is today—as well as where it expects to be tomorrow. We want our work to have a long shelf life, to outlast trends. Our identity work is not so straightforward that its meaning is obvious, nor so full of intrigue that it is obscure. Simplicity is the hallmark of a good identity. Even when a business is complex—perhaps especially then – one simple mark must carry a great deal of information. A successful mark says the most with the least, in the cleanest, most elegant way.

Identity design has been around for thousands of years. The earliest logos and trademarks date back to prehistoric times, and even then, they answered one or more of the same basic questions—who owns this? Who made it? What is it?

Corporate identity today tells you the same things. The manufacturer, or owner, describes it in the most attractive terms possible before transferring ownership to someone else for an agreed-upon price. The core functions of an identity system are unchanged, though products, and their means for delivery, have become more complex with time.

All of this goes to suggest the manner in which identity design operates. It's faster than reading, proliferate, almost subconscious. Identity design is a personal shorthand used by companies to communicate as broadly as possible.

– Supon Design Group