Meet the Expert
Lindon Leader
Principal and Founder, Leader Creative
- 35 years experience in strategic branding, logo design and identity management with major international branding consultancies and as owner/principal of Leader Creative.
- Clients have include FedEx, Hawaiian Airlines, Walt Disney Company, the NCAA, Motorola, Cigna, Ryder Systems, GlobeCast, and Hanley Wood.
- Recipient of the 2014 5th Annual Tribeca Disruptive Innovation Award and a Fellow of the Disruptor Foundation.
- Leader's work is included in the permanent collection of the Smithsonian Institution, and his FedEx logo was cited in the May 2003 Rolling Stone magazine twenty-fifth anniversary issue as one of the eight best American identities of the preceding twenty-five years.
- Design director for the Los Angeles Olympic Organizing Committee, 1983-84.
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Brand Strategy and Corporate Identity Design
Principal and Founder, Leader Creative
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Understand the brand.
Compare the corporate identity and company name against the line of business.
Conduct surveys to gain an understanding of your company's overall public image.
Determine what a new or refreshed corporate identity is expected to achieve.
Assess the strengths and weaknesses of direct competitors.
Investigate employee morale.
Audit all media for visual consistency.
Hire a design company that specializes in corporate identity development and implementation.
Launch the program internally by empowering employees to implement the identity accurately and efficiently.
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Best practices today.
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Brand Strategy and Corporate Identity Design:
Best Practices
Expert Topic