corporate publication

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Designed by:

Ben Harwood

Published:

May 2013


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Introduction

This book is one of ve that aims to explore

the many techniques, traditions and sectors

that branding has, is and will continue to

thrive in.

The focus of this book is Corporate Branding.

Corporate [ko:perit -prit]

adj

1. (Business / Commerce) forming a

corporation; incorporated

2. (Business / Commerce) of or belonging to acorporation or corporations corporate nance

3. of or belonging to a united group; joint

[from Latin corportus made into a body, from

corporre, from corpus body]

About

My design practice has developed to become

ever more corporate. The conceptual

thinking and business knowledge required

when working on corporate branding really

inuences me and the way I work as well as

the opportunity for research into particular

target audiences.

This publication has sourced work from seven

of the best corporate branding companies ofmodern day. It explores companies design

and marketing strategies when dealing with

branding for the professional services.


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Fastjet

The strategic new identity has been applied by

SomeOne across all primary branded surfaces

From the plane livery to sta uniforms.

We hope that our friendly new mascot and

logo will soon become universally recognised

as symbols of reliability, eciency and safety

said Mr Winter. FastJet has recently bought

the African airline Fly540 which operates in

Tanzania, Kenya, Ghana & Angola and it is

envisaged that over time, the Fly540 brand

will be replaced by the fastjet brand identity

designed by SomeOne.

SomeOnes Co-Founder and Executive Creative

Director, Simon Manchipp said, An airline

is one the best opportunities to deploy our

BrandWorld thinking the team at FastJet

immediately saw the potential in launching witha wider reaching range of Brand assets from

day one. Colours, Logos, Patterns, Typefaces,

Systems, Sounds, Films, Animations, Music and

of course the new spokes creature the African

Grey all these create a smart, cohesive brand

launch with a strong story at its heart.

FastJet is the new smart way for Africa to travel.

The organisation has launched with an equallysmart way to communicate with its customers,

sta and public at large.

Source:

http://www.underconsideration.com


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Why an African Grey Parrot?

The African Grey parrot is widely considered

to be one of the most intelligent birds on the

planet. It also is known in African mythology

for having the kindest and most generousheart The bird is also commonly kept as a

family pet and are deeply loved by African

people. All perfect connections for

Africas newest and smarter way to travel.

Operations Director of FastJet, Rob Bishton

(Who can actually y a jumbo jet!) Isinterviewed here on the new brand, the

company and potential of the business

Studio:SomeoneInLondon

Sour

ce:http://www.someoneinlond

on.com/


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Linklaters

City law rm Linklaters had doubled in size

through a string of European mergers. But for

growth to continue, it knew it needed to stand

for something beyond mere size: something tounite and motivate its people, and attract the

best clients. So, rather than being a conventional

law rm bland in its communication, happy to

hide behind the parapets Linklaters decided to

be dierent: to have a clear ethos, a strong point

of view, and a striking way of communicating.


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Wol Olins found a distinctive truth about

Linklaters: its ability to make things happen

whatever the odds, to tackle the most

intractable problems and get results. We

summarized this truth as achieving the

unachievable. We ran work sessions across

the rm, challenging people to nd the ten

things they could do to bring the idea to life,

and we created a bold new communication

style, based on words a lawyers mainweapon that uses clever word play and

strong typography.

Since the new brand launch Linklaters has

continued to grow globally and successfully

and in 2009 it overtook Freshelds Bruckhaus

Deringer to become the worlds largest law

rm. Today it has 2,500 attorneys in 26 oces

spanning 19 countries. 2005 saw Linklaters

create Japans rst fully-merged law rm

practicing Japanese, English and US law. Since

2004 Linklaters has won numerous awards

across the globe and secured top rankings inthe most prestigious market reviews. Linklaters

reported a revenue of 1.3 billion in 2009.

Studio:Wol Ollins

Source:http://www.someoneinlondon.com/


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TT CLUB

As leaders in the eld of

transport and logistics insurance,

Club recognised the need to adopt

a brand leadership positioning. They

needed to look the part. The brand strategy

we developed for them reects this leadership

positioning, allowing them to stand head and shoulders

above the rest of the players in the market.

We helped them discover their story, carefully constructing

their communications platform on the features and proof

points of distinctive dierence that wed identied.

When we developed a new brand strategy for Club we needed

to create a new style of communicating as well.

One that was based on the rms distinctive dierences wed

identied but with a style that was itself able to set them

apart from the morass of other players.

When you become a customer of Club you

become a member. So we developed a

prestigious new membership pack.

What it contains is important

useful information. But

how the information

is delivered feels

important as

well.


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Since we were developing a new brand strategywe needed to explain to people the whys and

wherefores. We created a new internal brand

book to explain the brand strengths to Club

employees around the world.

And at a time when all ads in the sector seemed

to be lled with pictures of containers and

container ships we created an imaginative

way of presenting the Clubs brand strengths sothat we could step outside the world of tired

and hackneyed imagery.

Studio: Curious London

Source:http://www.curiouslondon.com/


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The Challenge:

BCSC and Colmena where two separate banks

in Colombia that shared the same mother brand

Fundacion Social. With over 100 years of history,

the company decided to revise it portfolio andbusiness strategy. They understood that in order

to be competitive and show modernity and social

commitment, given attributes of Colombias

microcredit banking sector, they had to redene

their business and brand strategy. The challenge

was to restructure the brands portfolio in order

to position itself in the low income segment a

thee preferred bank for Colombians enteringinto the banking world.

The Idea

Merge BCSC and Colmena in order to create a

single and powerful brand capable of becoming

Colombians simplest and friendliest banks. Thisis how Banco Caja Social was born.

The Solution

FutureBrand recommended the use of a single

brand for a common purpose with a renewed

visual identity and a powerful strategy that

placed the social commitment over any

other assets. Nowadays Banco Caha Social is

Colombians best friend in banking.


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Studio:

FutureBrand

Source:

http://www.futurebrand.com/


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Overview

Melbourne is a dynamic, progressive city,

internationally recognized for its diversity,

innovation, sustainability, and livability.

The City of Melbourne Council supports thecitys world-class oerings, represents it

nationally and internationally, and ensures

it remains a preeminent Australian centre

for culture, arts, dining, entertainment,

education, and shopping. Since implementing

its previous identity 15 years ago, Melbourne

has experienced signicant change. As a

result, the Council had accumulated a range

of isolated logos for various services, whichhad become increasingly dicult and costly

to manage. The fragmentation of Melbournes

identity meant equity was driven away from

the core brand, and the Council realized that

it needed a long-term solution.

The City of Melbourne Council asked Landorto develop a cohesive brand strategy and

new identity system. The challenge was to

reect Melbournes cool sophistication on the

world stage, capture the passion of its people,

and provide the city with a unied, exible,

and future-focused image. The new identity

needed to overcome political complexities,

improve the cost-eectiveness of managing

the brand, and unite the disparate range of

entities (including the Council, the city of

Melbournes destination brand, and an ever-growing portfolio of dierent initiatives,

programs, services, events, and activities).

We built the branding program based

on the results of a thorough audit of

Melbournes various identities and its

long-term sustainability and strategic

plans. The audit assessed public opinion

and interviewed stakeholders who included

local government ocials, business owners,

and community representatives. At the

heart of the new design, the bold M

presents a full expression of the identity

systemimmediately recognizable and as

multifaceted as the city itself: creative,

cultural, sustainable. A celebration of

diversity and personal interpretation that is

both future-proof and iconic.


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Studio:Landor

Source:http://www.landor.com/

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A Premium Challenge

Digiturk is not only Turkeys No.1 pay-TV brand,

it keeps Turks across the world connected to

the best in entertainment. It oers over 200

channels to subscribers and produces the

content for many of these itself. Increasingly,

however, it was nding itself in competition

with high quality free-to-air TV in Turkey and

across the EU. It had traditionally relied on

football and movie rights to justify its price

premium as these rights became increasingly

expensive and sought aer by other

broadcasters, Digiturk needed a compelling

answer to the question Why pay for TV when I

can get it for free?

Our advice to Digiturk was to focus on what

theyre best at: a guaranteed good time. A

promise thats easy to make, but its hard to nd

a group of people that is as enthusiastic aboutkeeping it as Digiturks team.

Together with them, the brand we developed

centred around what we call Digiland. Ask

yourself: how long does it take your regular TV

to make you smile, frown, laugh or cry? How

oen does it happen at all? Digiturk is all about

creating those reactions. About entertaining

you in the way you choose. Making you think,making your jaw drop, whisking you away

Studio:SaronConsultants

Sou

rce:http://www.saron-consu

ltants.com


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to this incredible place known as Digiland. A

place where there are no bored kids and where

rainy Sundays provide a perfect excuse to stay

in. Crucially, this idea embraced the multiple

screens that Digiturk will increasingly nd

itself providing entertainment on Digiland cancome alive on any device.

Our visual solution brought the idea to life using

rings alive with the emotions of the viewer,

forming a exible identity that is as varied

as Digiturks programming. The visual language

was applied across a range of applications,

from communications through to TV and iOS/

tablet devices.

Nation Building

Digiturk launched its new identity in March 2011

to incredibly positive reactions from the press

and subscribers. It has re-armed its position

as the premier source for entertainment;

whether on your mobile phone, your computer

or your TV.


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Garanti

Garanti is the third largest private bank in Turkey, it operates

487 domestic branches and provides retail, commercial, corporate

and private banking services. Garanti has developed a worldwide

reputation for product innovation. Over the last ten yearsnumerous concepts have been rolled out that stand witness to a

culture of innovation and of nding new services and solutions

that enhance their customers expectations.

Garanti asked i-am to review the quality of their existing branch

experience and deliver an enhanced customer experience that

truly brought the Garanti brand to life. i-am were asked to focus

on brand communications, physical environments and visual

merchandising.

i-am created a radically enhanced customer experience that

builds on existing successful elements but brings the Garanti...

Studio:I Am Associates

Source:http://www.i-amonline.com/


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...brand to life through the concept of Living

Green. This approach has brought warmth

and vitality to the brand and has been applied

throughout the branch experience.

One test branch has already opened and a

further three are under construction. Thenew branches include features such as

contoured Living Green frontages, a new

merchandising strategy throughout

the Customer Journey and a suit of

branded collateral including:

cheque books, literature and

brand imagery.

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Fastjet

Studio: Someone In London

Linklater

Studio: Wolff Olins

TTCLUB

Studio: Curious London

Banco Caja Social

Studio: Futurebrand

City Of Melbourne

Studio: Landor Associates

Digiturk

Studio: Saffron Consultants

Garanti

Studio: I Am Associates

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Designed by:

Ben Harwood

Published:

May 2013


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