I am currently in the throes of rebranding my company which has led me to read around the subject of corporate branding and web identity. Lat night I was re-reading Designing Online Identities: Successful Graphic Strategies for Brands on the Web by Clay Andres, which seeks to identify and examine the elements of web branding by analysing what Clay terms “great sites that promote the site brand in attractive, memorable and innovative ways”.
It makes some interesting points about the need to develop online identities that users can identify with and relate to, in order to engender trust and recognition. In particular, the second half of the book explores the use of branding elements to create different types of site and examines the use of branding in defining elements of web architecture.
I was keen to hit the web and examine some of the examples given, partly to see how the sites functioned and partly to see how the brands had further evolved and developed since publication. The book was admittedly written in 2002, but on trying to visit sites used as examples, including the authors own site and two further web design companies, I found that they were no longer open for business.
My task is to ensure that the same fate doesn’t befall the websites that make up Generation X in another couple of years.