Remember what life was like before Facebook? It doesn’t really matter whether you do or not. Those days are gone, and they’re not coming back. The ways in which companies interact with their customers have changed forever thanks to social media.
Exactly what kind of impact social media will have on graphic identity design has yet to be determined. Preliminary indications point to a significant impact, one in which do-it-yourself tools allow customers to create and protect their own identities in spaces where they commingle with the graphic identities of companies large and small. On Twitter, Facebook, or any social networking site, who’s to say a company’s graphic identity has any more influence than an individual bloggers graphic identity?
Organizations will need to consider how their brands—as represented by their graphic identities—translate into these new channels. A focus on consistency and clarity is warranted. More importantly, designers can encourage organizations with whom they work to stay open to learning about the new constraints and opportunities presented by social media as they arise.
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