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In an age when an wide array of media are available to advertise and enhance an organisation’s corporate identity, more and more organisations are turning to smart office designs to augment the organisation’s corporate identity.
This works well in an economic environment which calls for organisations to be prudent about costs. To some extent, such initiatives also allow the employer to focus its attention on its employees, constantly reminding them of what the organisation stands for.
It’s a Mad Adworld
Advertisements scream out at us wherever we go these days, using brands to reflect a company’s image. Now branding has moved into corporate boardrooms. Offices, which used to be a very sanitised and ‘corporate’ atmosphere, are now being spiced up by branding within the offices, to aptly reflect the organisation’s identity.
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Such branding reinforces the company’s corporate identity in the mind of visitors, besides employees. It goes without saying that such in-house branding often does the work of “selling” the organisation’s ethos to potential employees and clients who visit the workplace, in a strong yet tacit manner.
New age design firms, now add value to design by incorporating branding within the office interiors. Most modern day organisations demand this of designers and architects: the workplace needs to reflect the corporate identity, along with the ethos of the organisation.
Although this is a shift from the traditional role of an architect or designer, most design professionals have smartly adapted to such client demands and now offer seamless services incorporating these requirements.
Elements & Surfaces
How is branding used to enhance an organisation’s corporate identity? A designer identifies elements and surfaces which could be used for branding in a manner such that it has a utility factor, and at the same time, does not look out of place. The branding material and colours are juxtaposed in such a way that each ‘area’ within the office (say if corridors were an ‘area’) develops a unique identity.
Moreover each area is neatly merged into one another, creating a spectacular ‘seamless’ effect. If one were to take a walk around the workplace, the design creates different experiences…you turn a corner and say “Oh there’s more”.
Storage
Despite the proliferation of email; storage and filing systems still remain a crucial part of every office these days, with organisations always desiring to have more and more storage and filing space. A school of thought even says that email has increased the need for physical storage, with many employees taking print-outs of important emails.
As shown in the picture alongside (‘A’), the shutters of a full height storage unit, rising to the ceiling from the floor, can be cleverly used for branding, by cladding the same with imagery reflecting the corporate identity. Such a move enhances the look of the area, changing a dull boring ‘storage area’ to a bright and vibrant huddle area. It goes without saying that this has a positive impact on the corporate identity.
Passageways
Picture ‘B’ shows a passage within an office which is a far cry from the traditional 1.2 metres straight passages within offices. Firstly, it is a meandering passage and it is flanked by a series of semi circular meeting rooms on one side and a longish wall on the other, fronting several rooms. This is the central spine of the office and each circular meeting room (total five such rooms) is meant for each of the five departments within the office.
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Use branding to reinforce the company's corporate identity in the mind of visitors, besides employees