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Communicate magazine - Marc Cloosterman

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Transform Conference 2010 - Marc Cloosterman, VIM Group

Transform Conference 2010 - Marc Cloosterman, VIM Group

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