Communicate magazine - Marc Cloosterman

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Transform Conference 2010 - Marc Cloosterman, VIM Group

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Communicate magazine - Marc Cloosterman

  1. 1. 1 Marc Cloosterman 21 October 2010 Trends in visual identity management
  2. 2. 21 October 2010 Trends in visual identity management 2 If you look sloppy, people think you are sloppy…
  3. 3. 21 October 2010 Trends in visual identity management 3 So the game is about ruthless consistency…
  4. 4. 21 October 2010 Trends in visual identity management 4 What are we talking about? “Marketing” “Public relations” “Advertising” “Design“ “Branding”
  5. 5. 21 October 2010 Trends in visual identity management 5 Marketing
  6. 6. 21 October 2010 Trends in visual identity management 6 Public relations
  7. 7. 21 October 2010 Trends in visual identity management 7 Advertising
  8. 8. 21 October 2010 Trends in visual identity management 8 Social media
  9. 9. 21 October 2010 Trends in visual identity management 9 Branding
  10. 10. 21 October 2010 Trends in visual identity management 10 Design
  11. 11. 21 October 2010 Trends in visual identity management 11 Let’s quiz… Have you ever taken a good, hard look at how well your target recognizes your brand? Were the results… less than encouraging? Here’s a quick quiz on logos and brand recognition that may help you pinpoint one of the problems. Using only the cropped images on the next slide, can you identify the company logo(s) these images came from?
  12. 12. 21 October 2010 Trends in visual identity management 12
  13. 13. 21 October 2010 Trends in visual identity management 13 Source: Martin Lindstrom company/Millward Brown Relevance of Visual Identity Management
  14. 14. 21 October 2010 Trends in visual identity management 14
  15. 15. 21 October 2010 Trends in visual identity management 15
  16. 16. 21 October 2010 Trends in visual identity management 16 Source: Martin Lindstrom company/Millward Brown Relevance of visual identity management…
  17. 17. 21 October 2010 Trends in visual identity management 17
  18. 18. 21 October 2010 Trends in visual identity management 18
  19. 19. 21 October 2010 Trends in visual identity management 19
  20. 20. 21 October 2010 Trends in visual identity management 20
  21. 21. 21 October 2010 Trends in visual identity management 21
  22. 22. 21 October 2010 Trends in visual identity management 22
  23. 23. 21 October 2010 Trends in visual identity management 23 You may change your visual appearance over time…
  24. 24. 21 October 2010 Trends in visual identity management 24 But please be ruthlessly consistent…
  25. 25. 21 October 2010 Trends in visual identity management 25 If 20% of the value of your company relates to goodwill, represented by the brand, you‘d better have full control over a rebranding process Source: Brand Finance plc, 2008
  26. 26. 21 October 2010 Trends in visual identity management 26 It’s the ongoing management of the brand identity that shows whether the investments in strategy and creativity will bring sustained returns.
  27. 27. 21 October 2010 Trends in visual identity management 27 If changing your identity takes place on average once every seven years, the management of that operation needs specialised attention.
  28. 28. 21 October 2010 Trends in visual identity management 28 1 : 25 : 3 For every Euro invested in strategy and creativity, 25 Euros are – on average - needed for implementation. And 3 Euros are needed for ongoing annual management Practical findings last decade: ImpactValuator™
  29. 29. 21 October 2010 Trends in visual identity management 29 The visual identity management process
  30. 30. 21 October 2010 Trends in visual identity management 30 The ‘Visual Identity Life Cycle’ approach Critical Success Factor: ‘The one who fails to plan, plans to fail’ STRATEGY CREATION IMPLEMENTATION MANAGEMENT EVALUATION What are the costs of a re-brand, where do I need assistance? How to implement the design with maximum impact and minimal costs? How to keep control with so many touch points and parties to deal with? How to maintain my brand assets with limited resources? How to align brand appearance with brand compliancy and ambition?
  31. 31. 21 October 2010 Trends in visual identity management 31 Visual identity management dimensions (‘triple constraint’) Organisation Financial Ambition visual identity Time Priority (design check)(visibility matrix) (realism of planning) Visual
  32. 32. 21 October 2010 Trends in visual identity management 32 Many aspects need to be aligned in order to implement a consistent visual brand identity to stakeholder groups Leadership Visual Identity Life Cycle management Resources Strategy Organisation Suppliers Guidelines Touch points Visual identity Stakeholders
  33. 33. 21 October 2010 Trends in visual identity management 33 Leadership Visual Identity Life Cycle management Resources Strategy Organisation Suppliers Guidelines Touch points Visual identity Stakeholders Many aspects need to be aligned in order to maintain a consistent brand identity to stakeholder groups
  34. 34. 21 October 2010 Trends in visual identity management 34 Visual Identity Life Cycle management Alignment requires centralised coordination centre Advertising agents Design companies Print & publishing Signage installers Decal applicators Public relations Consultants Producers Security Business partners Etc. Management Marketing Communications Product development HR Legal Purchasing Manufacturing Etc. Sales and service Operations Visual Identity Management
  35. 35. 21 October 2010 Trends in visual identity management 35 Trends in visual identity Composit logo’s Shape variation in logo’s Colour variation in logo’s Moving logo’s (digital applications)
  36. 36. 21 October 2010 Trends in visual identity management 36 Composit logo’s
  37. 37. 21 October 2010 Trends in visual identity management 37 Shape variation in logo’s
  38. 38. 21 October 2010 Trends in visual identity management 38 Colour variation in logo’s
  39. 39. 21 October 2010 Trends in visual identity management 39 Moving logo’s
  40. 40. 21 October 2010 Trends in visual identity management 40 Financial crisis and corporate design (1) ‘Happy logo’s in dark times Companies need a more friendly and accessible image’
  41. 41. 21 October 2010 Trends in visual identity management 41 Financial crisis and corporate design (2) Before the crisis After the crisis Before the crisis After the crisis
  42. 42. 21 October 2010 Trends in visual identity management 42 Future developments
  43. 43. 21 October 2010 Trends in visual identity management 43 Generation Y
  44. 44. 21 October 2010 Trends in visual identity management 44 Social media Managing your online identity and appearance
  45. 45. 21 October 2010 Trends in visual identity management 45 New techniques: 3D
  46. 46. 21 October 2010 Trends in visual identity management 46 Fleet communications
  47. 47. 21 October 2010 Trends in visual identity management 47 Summary Treat a change of visual identity as a process instead of project Ruthless consistency is key Trends in visual identities Future developments
  48. 48. Thank you for your attention www.vim-group.com

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