Commitment 10: Create a Clearly Recognizable Identity

Abstract

If you need help from security personnel in a public space, it’s a good thing that they wear an easily recognizable uniform, isn’t it? The same applies to shop assistants. In both cases their uniforms have been created, and applied, to be easily recognized. The uniforms also represent rational, and therefore emotional, values. They function rationally because they make the wearer’s function and role immediately recognizable. They function emotionally because they represent such qualities as authority, trust and safety, both to the people who wear them and to the people who see them.