The Art of identity

Gower Ashgate, ISBN 0-566-08318-3,
and Routledge ISBN 9781138710627

‘The book that redefines corporate visual identity.’

‘Rowden creates the justification for every branding decision you have ever made or ever will make.’
MARKETING magazine

‘Why the right identity can transform an organisation.’

‘Food for thought for those who think a one word noun in lower case will do the job.’

‘A profound insight.’

Deeply thought-provoking, ‘The Art of Identity’ offers a profound insight into identity creation, management and measurement – and why finely tuned identity can transform your organisation and help prevent failure.

Ultimately, all appearances – let us refer to this as your ‘identity’ – are a lie. This is because identity is a mask you choose to wear, or it is a mask you choose to see. If you are a company, it tends to appear as a fixed image within an otherwise moving world. If you are an individual, it appears as a transient impression that may or may not conform to your underlying truth. That is not to say that you or your team are not attempting to be truthful. It is an acknowledgement that people and organisations are in a permanent state of change, and the image they wish to project may be at variance with the truth of where they are today. Indeed, their image may be the intention of what they want or wish to be seen and believed. Therefore, a more conscious identity can manage this ‘reality gap’, promote deliberate messages and provide sufficient flexibility for how you are perceived to grow in line with your individual or organisation’s ambitions.

The Art of Identity


Gower Ashgate, ISBN 0-566-08618-2

‘Transforming performance through integrated identity management.’

‘For those serious about addressing their identity and making it an asset, Rowden has delivered another comprehensive and compelling book that will get you thinking and guide you through all the issues involved.’

‘Rowden presents several potent management tools which help enable managers to define the fundamental qualities of their organisation.’

‘Rowden wreaks havoc on those who view design superficially.’

A revised and extended edition of ‘The Art of Identity’ demonstrates the integration of identity into the financial and commercial objectives of the organisation. Interrogate your strategy. Learn how to show, tell and do – understand your organisation’s presentation as never before.

This is no ‘standard’ marketing theory but an extreme level of intent, ambition and ‘design certainty’.

Too many organisations superficially change their presentation whilst the same attitudes remain undisturbed. This book demonstrates much more. How to spend less, improve your progress, avoid negative imagery and take rapid, positive action.

identity graphic logo