At the core of every effective brand resides a solid corporate identity system. As the essence of a brand, the identity needs to serve as the visual definition of the company. It needs to be distinct, simple and
powerful.
While an identity acts as the cornerstone of a brand, it should be understood that, by itself, it is still just a symbol. And like any symbol, the key is to permeate it with meaning by using it within a larger branding strategy.
At mckainerwin, our goal when creating an identity system is to look beyond the mark itself and envision the larger potential of a brand
opportunity by incorporating a high concept with your company brand.
A "high concept" is a central idea expressed in a very few, mind-grabbing words. For instance, think "shark attack" and you have the "high concept" behind the movie "Jaws." Say "bomb on the bus" and you've described the film "Speed." In two or three words Hollywood can grab a customer's attention and create urgency about viewing the final product.
That's our objective at mckainerwin: to incorporate a high concept with your
company brand to describe your uniqueness and make your company memorable.
