I recently attended a forum on identity by Responsive Projects in Brisbane. Some of the themes and ideas talked about were around the creation of identities, the relationships we have with our clients and who we are as designers.
We aren’t born with identities, they grow and develop over time depending on the skills we gain, our relationships, values, life experiences and attitudes (among other things). In a similar way, the identity of a business or organisation should have the same kind of flexibility and encouragement to grow and develop.
Human characteristics connect with people. An identity that embraces its humanity, its own story, attitude and values can be a powerful connection with the people involved in the brand and the audience it speaks to. At the end of the day, being yourself is far more satisfying than being obvious.