Visual brand identity development and implementation process

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Visual brand identity development and implementation process

  1. 1. CORPORATEACTIVITYCONSULTANTACTIVITYINPUTST H E C O R P O R A T E I D E N T I T Y P R O C E S SStartP R O P O S A L P H A S ETony Spaeth / Identityspaeth@identityworks.comRecognition of needto review identityEnvironmental change• Technological• Societal• RegulatoryInternal Change• Change of Vision/Positioning• Reorganization• Acquisition / merger• Product line change• Marketing strategy changeFirst meeting• Credentials and procedures• Statement of problemWritten program plan,timetable & fee estimateSecond meeting?• Review plan & estimate• Establish teamGo Decision
  2. 2. CORPORATEACTIVITYCONSULTANTACTIVITYINPUTST H E C O R P O R A T E I D E N T I T Y P R O C E S SPhase OneA N A L Y S I S A N D P L A N N I N GTony Spaeth / Identityspaeth@identityworks.comIDENTITY PLANCurrent identityassessment• Visual messages• Verbal messages• Nomenclature system& elements• Name & logo• Identities ofcomponents• Signatures& association systemSituation Factorsassessment• Industry definition• Geography/Nationality• Size & Ranking• History & Ownership• Management• Competitors• Units & Competences• BrandsLeadership Intentions• DestinationVision, Mission,Position• CultureCharacter,Personality• CompositionOrganizing concept,Components,RelationshipsIdentity Platform• Positioning• Purpose• Mission• Composition• Culture• PersonalityCreative DirectionAs required…• Naming Plan• Logo Design criteria• Association models• Nomenclature systemGo DecisionDesignate internal contactsPresentation of Identity PlanFindings, conclusions, recommendationsCommunicationsMaterials audit• Print• Signs• Other mediaLiterature Review• Press articles• Analyst reports• Business plans• Marketing plansExecutive Interviews• Corporate mgmt.• Line managers• Corporate staff• Distributors• AgenciesExternal Interviews• Customers• Industry press• Analysts• Regulators• UnionsImage Research• Review existingdata• New research?(added Phase)Plan Approval
  3. 3. CORPORATEACTIVITYCONSULTANTACTIVITYINPUTST H E C O R P O R A T E I D E N T I T Y P R O C E S SPhase TwoN A M I N G A N D L O G O D E S I G NTony Spaeth / Identityspaeth@identityworks.comPlan Approval• Identity Platform• Naming Plan (?)• Design criteriaNaming Phase(if required)• Master List Generation• First-cut selections &screeningSecond-cut selectionsand availability searchName selection& clearanceIntellectual propertycounsel(Possible) nameevaluation researchLogo Design• Design exploration• Application studiesRefinement of selected directions• Application demonstrations• Color studies• Visual System elementsDirectionaldesign review(if appropriate)Audience testing ofcandidate logosDesign recommendationsLogo decisionand design approvals
  4. 4. CORPORATEACTIVITYCONSULTANTACTIVITYINPUTST H E C O R P O R A T E I D E N T I T Y P R O C E S SPhase ThreeI M P L E M E N T A T I O N P L A N N I N G A N D A P P L I C A T I O N S D E S I G NTony Spaeth / Identityspaeth@identityworks.comLogo designapprovalImplementation Planning• Applications design checklist• Timetable and budgeting• Preliminary announcementplanning(if required)Final logo designrefinementTechnical input from• Advertising and PR counsel• Facilities management• PurchasingApplications Design(see Checklist)• Stationery & Forms• Web sites• PR / IR communications• HR communications• Facilities signs• Vehicles• Marketing applicationsSupplier input(e.g. signage)Application designrecommendationsSupervise prototypeproduction/printingApplicationsDesign Approvals
  5. 5. CORPORATEACTIVITYCONSULTANTACTIVITYINPUTST H E C O R P O R A T E I D E N T I T Y P R O C E S SPhase FourI M P L E M E N T A T I O N A N D A D M I N I S T R A T I O NTony Spaeth / Identityspaeth@identityworks.comApplicationsDesign ApprovalsAnnouncement preparation• Review launch plan• Write & design materialsIdentity launchImplement internal &external communicationsPublic RelationscounselCorporate AdvertisingagencyIdentity Standards & GuidelinesWrite and design:• Web site with templates• Printed manual(s)• Printed “voice” employee guideSupervise printing& fabricationImplementationproviders• Signs• Print materials, etc.Environmental change• Technological• Societal• RegulatoryOngoing Identity ManagementFormalize identity management, measurement and policy oversightContract signage, other implementation; brief suppliers & agenciesInternal Change• Change of Vision/Positioning• Reorganization• Acquisition / merger• Product line change• Marketing strategy changeProvide ongoing counsel• Technical support• Adaptation to change

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