Branding is a longterm investment

Liked this quote on branding from an article on Yves Behr found here he also puts forward an interesting idea of being invested in the companies you design for, especially start ups. It is good see recognition that some great companies have had dedicated often amazing designers heading up the vision, for example Jonathan Ive and Apple as well as Dieter Rams with Braun.

The Work Is Never Done

Creating a brand, of course, isn’t a project with a beginning, middle, and end. There are myriad decisions to be made over time, and it requires constant vigilance--if the creative leadership changes, it’s all to easy for the message to drift. "You can’t do good work on a short-term contract," says Behar. "You need to be engaged over a period of time."