Are European and, of course, Spanish business aware of the usefulness of a good corporate identity?
The elements of a good corporate identity have changed significantly in recent years. European business in general understands it and proof of this can be seen in that it is a subject discussed in professional magazines. However, in Spain, there are still very few enterprises that understand and accept the new complexities of corporate identity. In my experience of recent years, I have two examples of detailed and innovative developments of corporate identity, which differ from each other greatly. One is MAPFRE and the other is Polaris World. Fortunately, they are both giant leaders in their sectors so there is always hope that they may be used as an example. On another scale and in another area not strictly to do with companies, I am in the last stage of the corporate identity of the Germa?n Sa?nchez Ruipe?rez Foundation. I am sure this will represent great innovation in the important area of this type of institution. Is design fundamentally strategy? It is so fundamental that I somet
