Expert Topic
Brand Strategy and Corporate Identity Design
Developing a strong and unique corporate identity is the first step for a company to succeed in the marketplace.
Many factors go into developing that identity or to remaking it when previous attempts have either failed or had limited success at best.
A corporate identity does the following:
Many factors go into developing that identity or to remaking it when previous attempts have either failed or had limited success at best.
A corporate identity does the following:
- Embodies what the company stands for.
- Defines how it approaches the marketplace.
- Clarifies the message that it delivers to its specific audiences.
- Communicates a promise as well as a commitment to the audiences it serves.
Meet the
Expert
About Lindon
- 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.
Experience
Principal and Owner
•
Leader Creative
Jan, 2001
—
Present
- Strategic branding and design consultancy based in Park City, Utah, serving clients across the United States and around the world.
- The firm specializes in branding strategy, naming, corporate identity and design systems.
- A major airline industry journal, Design Air, recently voted Leader’s identity and livery for Hawaiian Airlines number one atop the list of the ten best liveries worldwide.
Executive Creative Director
•
Addison Design Company
Sep, 1999
—
Jun, 2001
- Led branding assignments for Intelsat, Progress Energy and Avery Dennison.
Senior Design Director
•
Landor Associates
Apr, 1992
—
Sep, 1998
- Responsible for broad-ranging branding programs for clients that included Federal Express, Ryder Systems, Motorola and the NCAA.
Design Director
•
Los Angeles Olympic Organizing Committee
Mar, 1983
—
Sep, 1984
- Design management of all print-related publications.
Graphic Designer
•
Bass Yager Associates
1978
—
1980
- Designer on the Exxon/Esso global environmental branding project
Education
Art Center College of Design
BFA, Advertising, 1977
Stanford
BA, Political Science, 1972
Awards
- Tribeca Disruptive Innovation Award 2014, Disruptor Foundation NYC
- Has also received recognition from the American Institute of Graphic Arts, American Corporate Identity, Advertising Association of Brazil, Art Directors Club of Los Angeles, Art Directors Club of San Francisco, Catalog Age Magazine, Communications Arts Magazine, Cooper-Hewitt National Design Museum, Designers and Art Directors Association of the United Kingdom, 50 Best Logos Ever, Graphis Annual, How Magazine, International Brand Packaging Council, International (I.D.) Magazine, Identity Magazine, Print Magazine, Step-by-Step Magazine
Boards
- Chairman, Huntington Hospital (Pasadena, CA) 100th Congress Volunteer Association
Committees
Cultural Tourism Advisory Committee (Park City, UT)
Los Angeles Olympic Organizing Committee Alumni Association
Panels
- American Institute of Graphic Artists (AIGA) Annual Convention, New Orleans: “David & Goliath: Design Boutiques Versus the Major Branding Consultancies” (c.1996)
- 5th Annual Tribeca Disruptive Innovation Awards (2014): “Branding in the Gen Y Era and Beyond”
Publications
- “75: The Logo Designs of Lindon Leader 1978-2013” (self-published book)
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