Work wear and uniform – getting it right
A uniform, complete or partial, is a powerful symbol of corporate identity, second only to the company logo. Companies spend a lot of time, effort and money making sure that their uniforms project the right image. If it’s up to you to do the buying, then here’s some help with the awesome responsibility.
Have a clear idea of the image you want to project to the outside world. A classic, understated, formal uniform will inspire confidence and trust. Perhaps your company has traditional values, with a strongly corporate, less individualistic approach. But if you want to be seen as a lively, modern, approachable bunch of creative individuals, then more casual work wear, with greater flexibility and personality, will be more appropriate. Your company logo and branding are just as important, but the framework in which they are presented can be less structured.
Another consideration: ignore the feelings of your staff at your peril! All your objectives will backfire if the uniform is unpopular because it is impractical or uncomfortable, or the staff feel like prats wearing it. The best way around this is consultation. Discuss designs with staff representatives and if possible, commission samples that can be used in wearer trials. If you can balance the issues of image and wearability, then you won’t go far wrong.
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