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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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