AlinaWheeler-DesigningBrandIdentity

Phase 44 : creating touchpointsUniformsClothing communicates. From the friendlyorange apron at Home Depot, to a UPSdelivery person in brown, a visible and distinctiveuniform simplifies customer transactions.A uniform can also signal authority and identification.From the airline captain to the securityguard, uniforms make customers more at ease.Finding a waiter in a restaurant may be as simpleas finding the person with the black T-shirt andthe white pants. On the playing field, professionalteams require uniforms that will not onlydistinguish them from their competitors, butalso look good on television. A lab coat isrequired in a laboratory, as are scrubs in anoperating room, and both are subject toregulations and compliance standards.The best uniforms engender pride and areappropriate to the workplace and environment.Designers carefully consider performancecriteria, such as durability and mobility. The wayan employee is dressed affects the way that theindividual and her organization are perceived.For employees, uniforms are a tangible,immediate, and highly visible way to demonstratepride of ownership and commitment.Adam Stringer, PartnerLippincottVale is the second largest miningcompany in the world. After awave of international acquisitions,the Brazilian company engagedLippincott and CauduroAssociados to strengthen itsbrand globally with a clear identityand positioning. The brandingteam simplified the name to Vale,uniting all acquisitions underone brand.168