As a graphic designer you are constantly working on the message that a sender wants to transfer to the receiver. This is also when you are designing a corporate identity, which goes further than the design, it is also about communication and the behavior of the organization and its employees. Also called authenticity. Authentic means sincerity, trustworthy, not counterfeit, credible. If we translate that into behavior, it means as much as being the same in thinking and acting. An authentic person is behaving to his own personality. He is himself, acts from his own motives, is aware of what he wants and what he stands for. These three elements (design, communication and behavior) should be given equal attention when designing a corporate identity. An example of this is the rebranding of “Airbnb”, where the DesignStudio has worked hard to integrate Airbnb’s international, friendly, adventurous and connectedness. This meant simplifying the logo from words to just an icon, removing language barriers and making it universally recognizable. By incorporating a large color palette and a variety of photography styles, any culture or country can now identify with the Airbnb brand.

The integration of the core values, the authenticity reflects a lot about the company. For example, a crown can be seen in the logo at various companies in the Netherlands. This stands for the predicate Royal, which shows that you occupy a very important place within the field, that you have a national significance and that you have been in existence for 100 years. Which says a lot about who you are as a company. You can see this at the companies, postNL and KLM.these are both companies that everyone in the Netherlands knows and have a reliable status. Because they have different disciplines, they are not compared with each other, but it does show that they are authentic.