Interior design plays pivital role in corporate branding.

When most people think of the term "corporate branding" they automatically think of snazzy logos and catchy phrases. What many don't realize is that branding involves much more than a vibrant symbol on a piece of paper or website. Often more important are what feelings and sensations are evoked

For the past decade, corporate branding has become more sophisticated by including interior design as an important element to the overall branding process.

Interior design continues to help corporations define and project unique identities to their prospective business partners, employees, and the general public. Whether designing for a law firm, an advertising agency, a publishing house or a corporate office in Midtown Manhattan, interior design firms can create unique office space that not only reflects a company's corporate vision, but also defines its brand identity.

Today's corporate society is moving away from the traditional layout of individual corner offices and is looking to interior designers to create a less conservative approach to office design. Enclosed space generally suggests the feeling of corporate hierarchy while open, moveable space tends to promote collaborative work between employees, which promotes innovative, forward-thinking creativity and results in increased productivity.

Bloomberg, the leading global provider of financial data, news and analysis, is the perfect example of a corporation breaking tradition. Known for its innovative financial trading terminals and communications tools, Bloomberg is also known for its spacious, bright and open atmosphere that is provided throughout each corporate office. HOK Corporate Interiors designed the Bloomberg Tokyo office, incorporating large fish tanks in the lobby as well as a modern cafe near the entrance to hold various snacks and beverages.

When guests enter the lobby, they experience the "buzz" of energy that reflects the overall branding of the company.

Large telephone and network corporations have also changed the way they present themselves to the business community. HOK's design of AT&T's Global Network Operations Center in New Jersey helped position the corporation from a simple telephone service provider to a global, full-service communications provider. At this "24-7" command center, AT&T coordinates the flow of data, voice and wireless traffic across its international network. Among many new design elements, HOK NY planned the space to include a room for special visitors to view the entire technology system infrastructure behind glass. This allows onlookers to see the power of the network and how the company responds quickly and efficiently to any network issues that may arise.

While many corporations are adapting to this unique form of branding, others are now looking for ways to easily update and upgrade their image or brand without major renovations or construction. HOK completed a multi-floor re-design of Time Inc.'s headquarters in New York City. HOK created a generic "template plan" for every floor and then overlaid a detailed design expressing the brand identity of the individual publications, which include People, Fortune and Time. The plan allows groups to relocate within the building without tearing down walls.

As more companies understand the value of interior design as a key element to the corporate branding strategy, they will continue to redesign and redevelop office spaces that reflect the evolution of the corporation's image.

BY JULIETTE LAM

DIRECTOR OF INTERIORS

HOK NY