Times are changing, and people and places have to change with the times. During the past decade, city facades have changed dramatically and drastically, to become almost unrecognisable. Modernistic buildings are replacing older heritage structures to serve many purposes. More so, the identity - either of an individual or a corporate entity - is also changing, as designers and architects are bringing the identity of the corporate to the forefront by incorporating it into their designs.

"There is definitely a huge emphasis on image branding in architecture, and corporate bodies are paying a great deal of attention to their corporate image," affirms Mihindu Keerthiratne, Managing Director of Mihindu Keerthiratne Associates. Many powerful corporates have put up buildings that reflect their image, especially overseas, he adds. Branding is now recognised as being part and parcel of associating a product with a company or an identity. Corporates are often hard-pressed to achieve success without identifying their existence. It is in this area that architecture plays a major role in the fortunes of corportes.

As a world-renowned fast-food chain, McDonald's golden arches are now synonymous with its presence in any part of the world. Likewise, hundreds of other fast-food chains employ architectural branding techniques to portray their image. Clothing stores, computer sales outlets, supermarkets - as well as every niche market conceivable - follows this rule of thumb. "These images - through clever architectural designs - are engraved in one's mind, which is the ultimate goal," says Keerthiratne. Like individuals, organisations also strive to penetrate the market with an identity that is unique. Without a corporate identity, companies will not be able to maintain visibility and consolidate their positions as dominating forces. Logos, too, are a distinct mark of a particular brand: for example, Nike, Coke, a George Keyt painting or a Geoffrey Bawa building. "We have come to expect successful companies and individuals to associate themselves with a particular brand," he observes.

In Sri Lanka, Hatton National Bank is a good example of a modern corporate image, exemplifying a smart, hi-tech building that is well-positioned to instil confidence in consumers. The parliament building, the World Trade Centre in Colombo and many star-class hotels portray the image that is distinctly a part of their respective core businesses. But can a bank that caters to the grass-root levels fit in, in such an exclusive environment? "One has to move with the times, and although its main objective is to cater to the grass-root levels, it cannot afford to miss out on developments in technology either," Keerthiratne reasons. In retrospect, large buildings are now designed with the intention of providing a more relaxed, spacious and welcoming feeling. Elegant and environmentally friendly landscaping and designs are used to create this feeling of warmth to raise the levels of acceptance. In addition, it also reflects on the corporate image as a socially and environmentally responsible company, which is a high priority in today's corporate world. The physical environment holds a powerful ability to convey a strong audio and visual message, as well as influence action and emotion. Architecture can also influence choices about the product and service the corporate has on offer, because the building has the components with the potential to leverage and enhance brand equity. For example, signage, the entrance, street-level displays and other architectural forms are all requisite brand attributes used in the design process to portray that desired image.

However, this change in style and design may wipe out the individualistic and cultural imagery and, instead, create a brand for all standards. Keerthiratne disagrees, maintaining that high-rise buildings are necessary to accommodate change. "They have to perform a function, and these buildings are needed to overcome space problems and efficiency requirements," he argues. In addition, services are simplified in these modern hi-tech buildings. The older 'heritage buildings' take far too much space and were designed more to suit the climate than business environments. However, some corporate executives recognise the importance of branding and economics, and find an image to suit the building. For example, most advertising and publishing firms prefer the old, sprawling, 'artsy' type of building to go with their creative image. And cafés and restaurants prefer open buildings that provide garden seating and privacy. So would Keerthiratne consider the corporate entity or the persona behind the project when designing a building? "I will focus on the message the corporate needs to convey, and then develop a design to suit its needs and the person behind it," he concludes.

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