Lydia

INTRODUCTION Just like individuals, every organization or company has its own identity. A distinct identity differentiates a company from its competitors. It allows customers to recognize, understand and clearly describe the company concerned. The corporate identity of any company is complicated. It includes the effectiveness of its services or products, the shared values and ambitions of its employees, and the corporate tone of voice. Naturally, its visual appearance - or visual identity - plays a key role. Visual identity is categorized as a nonverbal communication. Nonverbal communication accounts for 65 percent of our daily communication experiences. We continually interpret nonverbal cues to help us understand the world in which we live. The logo is one of the business’ most “outspoken” nonverbal cues and the most essential components of a corporate identity. And it can be one of the most overlooked. Many companies think nothing of investing thousands and thousands of dollars in advertising campaigns, yet when it comes down to sinking money into developing an effective, attractive logo, they get cold feet. (Haig & Harper, 1997) A small family-owned company like Lydia’s Lechon has a relatively easy time communicating its image, usually taking on the personality of its owner, for better or worse. But as a company grows in size, so do its communication problems. It started as a small stall selling lechon in Pasay City with P500.00 as its capital. After being recognized by an elite group of Hotel personalities which included the Hyatt and Sulo hotels for its tasty and crispy lechon in the 1970’s, it became the peak of the business. From small stalls selling lechon, they ventured into serving different Filipino dishes through their catering and restaurant business. It is no doubt that Lydia’s Lechon is already on its way in building innovating business trend in the food service industry. Communication problem occurs in as the business expands. Lydia’s lechon is in need of broad awareness of its personality not only as a company that delivers lechon but also as a food service business ranging from fast-food, restaurant, catering and franchising. As the business expands, Lydia’s Lechon may encounter competitors not only those in lechon industry but in the diverse food-service industry in the Philippines. A great impact and recall is indeed considered necessary in their visual identity to attract customers and dominate competitors in the food service industry. It needs to update a fresher and contemporary visual identity to adapt with its company’s image, present and future target markets, clients, and employees. When all of the visual elements of Lydia’s Lechon work together in unity, the investment in its identity is protected and the overall image becomes one of quality and strength. The topic was chosen by the researcher to convey the importance of consistency and unity in creating visibility and recognition to a Filipino-owned company. Moreover, Lydia’s Lechon is an ideal company that is truly ‘pinoy’ and has established a name in lechon industry. Consequently, it reached its decline period. Possibility of regaining its glorious days is through re-creating its visual identity.