SID LEE | Brand Identity EN

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SID LEE | Brand Identity EN

  1. 1. brandidentityOverview and Portfolio
  2. 2. SHAPING ANDLEVERAGING BRANDSTHAT GENERATEWORD OF MOUTH.
  3. 3. Our Approach Ourto branding servicesBuilding a brand that we love to talk about involves much more Our branding services include:than just simple design aesthetics. Thanks to our multi-discipli-nary team made up of experts in all the relative fields, Sid Leeis able to leverage your brand as a whole. As a result of this • Brand positioningholistic approach, we develop an authentic, distinct voice - Strategic planningand behaviour for the brand, ensuring that it remains in the • Brand platformminds of consumers and builds a successful following thatextends far into the future. - Conceptualization of creative toolbox (graphic style, signature, logo, imagery, typography) - Elaboration of brand story • Style guide - Elaboration of brand book - Examples of specific applications • Training - Transfer of knowledge and training of internal teams • Execution - Internal and external communications plan
  4. 4. Who OurWE ARE AGENCY MODEL• Established in 1993 In addition to brand identity, Sid Lee offers a flexible model• 550 professionals that draws a thread through the full spectrum of consumer- brand touchpoints, above and beyond other agencies.• teliers in Amsterdam, Montreal, Paris, Toronto and Austin A• lients in more than 16 cities around the world C• Entrepreneurial and independent Interactive• Multicultural and multilingual and Social Media• Partner owned and managed Technology Marketing Solutions• gency of the year in 2009, 2010 and 2011 A – Marketing Magazine Mobile Branded Marketing Content• orldwide Agency of the year finalist in 2009 – Ad Age W Brand strategy Retail Emergent Account Brand Interior Architecture Design management monitoring Traditional Activity planning Events Brand Identity Activation Direct Advertising Marketing
  5. 5. gaz métro - Life in Blue -Challenge: Until quite recently, natural gas was still seen as a “dangerous” commodity.Solution: To turn around its negative image, we associated natural gas with warmth and comfort.Gaz Métropolitain became Gaz Métro, and the company logo was redesigned to make it more organic.The result is a brand image that is reassuring, human, friendly and appealing.
  6. 6. logo AND taglinebrochures and BOOKLETSCORPORATE TRUCKS SID LEE – BRAND IDENTITY - 10 -
  7. 7. TV AD WEBSITE SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 12 - - 13 -
  8. 8. SAQ signature - Touch of Modernity -Challenge: To accentuate the redesign of their premium Signature store, the SAQ Signature brandneeded a touch of modernity.Solution: We created a brand image that diverged from the traditional by adopting the elegant. Thisartistic direction not only resulted in the new SAQ Signature logo, it also inspired the look for an entirehouse of brands including a magazine, private cellars and an exclusive club.
  9. 9. LOGOCOLOuRS AND MATERIALSprocess black PMS 877 PMS 5185corporate imagery N ER O N G VI { { RÉSU LTATS Q U E C ELU ID U N ’ PRO D U I PLU S SAVO U REU X A T J M A I TRAVA I A S L J M A I TRAVA I A S L VI { { N ’ PRO D U I PLU S SAVO U REU X A T G N ER O N RÉSU LTATS Q U E C ELU ID UInvitation to the opening SID LEE – BRAND IDENTITY - 16 -
  10. 10. Boxes, gift cards and bottle labels retail design SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 18 - - 19 -
  11. 11. SAQ - Experiential Stores -Challenge: The SAQ wanted to improve the in-store shopping experience by making customersthe focus.Solution: The Sid Lee+Ædifica team created a store that speaks to customers, both through its archi-tecture and its signage. The minimalist architecture display furnishings put the focus on the bottlesand their labels, letting the products speak for themselves. The signage features a new way to classifywines based on taste and origin rather than region. This gives customers the tools they need to increasetheir knowledge about wine and improve their shopping experience.
  12. 12. IN-STORE SIGNAGE IN-STORE SIGNAGE ta s te tag s red wines white wines lighter - + full-bodied lighter - + full-bodiedprint ads, booklet and brochure SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 22 - - 23 -
  13. 13. STM - Society in Motion -Challenge: The STM was due for a makeover in order to keep it in line with service improvements anda green shift. The new brand identity flowed from the STM’s desire to motivate its users to mobilizeand join a movement promoting cleaner air through collective transportation.Solution: A new campaign entitled ‘‘Society in Motion’’ was born and featured freshly designedimagery. The benefits of collective transport are illustrated using the combination of the STM’s blueicon and user’s yellow icon to make green. A complete toolbox including both typography andiconography was developed to create an immersive environment.
  14. 14. logo AND tagline advertisingofficial fontsSTM BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890$%?*( )!Ó#;:,Ç Èofficial and secondary coloUrsPantone 108 Pantone 355 PANTONE PROCESS CYANcorporate ICONS MERCI DE CHOISIR LE TRANSPORT COLLECTIF SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 26 - - 27 -
  15. 15. PRINT ADS usage examplesCONCEPT EXECUTION SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 28 - - 29 -
  16. 16. Pratt Whitney Canada - Dependable Engines -Challenge: In the increasingly cutthroat aerospace industry, differentiation has become a matterof survival. Pratt Whitney Canada (PWC) desperately needed to carve out a place for itself bycommunicating its greatest strength—dependability.Solution: The new brand platform developed for PWC features bold colours and powerful typographythat evoke a sense of prestige, pride and dependability.
  17. 17. redesigned logo redesigned brand elementbrand subsectionsofficial fontKnockout 51 Middleweightabcdefghijklm nopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890$%?*( )!Ó#;:,Ç Èofficial coloursPMS BLACK 7 PMS 300 PMS 110 PMS 877 PMS 361corporate imagery SID LEE – BRAND IDENTITY - 32 -
  18. 18. consumer brochure STATIONERY AND TECHNICAL cardS DEPENDA BLE WWW.PWC.CA DVD LOREM IPSUM LOREN IPSUM DOLOR SIT AMET LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISICING ELIT, SED DO EIUSMOD TEMPOR INCIDIDUNT UT LABORE ET DOLORE MAGNA ALIQUA. UT ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCITATION ULLAMCO LABORIS NISI UT ALIQUIP EX EA COMMODO CONSEQUAT. DUIS AUTE IRURE DOLOR promotional items DEPENDABLE SUPPORT reginal airlines engines AROUND CLOCK our markets government programs THE Business and general aviation engines industrial engines PROUD Heritage Lorem ipsum sit amet dolor sit AROUND THE Lorem ipsum dolor sit amet, consectetuer adi- piscing elit. Aenean nunc purus, rhoncus at, la- cinia vitae, laoreet vel, lorem. Quisque vehicula nonummy risus. Sed elementum condimentum lacus. Sed urna. Donec nec eros. Proin adipis- cing justo tristique sapien. Nam diam. Class aptent taciti sociosqu ad litora torquent per co- nubia nostra, per inceptos hymenaeos. Donec a GLOBE mi. Vivamus pretium consectetuer mi. Lorem ip- sum dolor sit amet, consectetuer adipiscing elit. Donec eu est. Pellentesque adipiscing risus et urna. Etiam commodo lacinia nulla. Nulla vitae velit. Pellentesque in ipsum. Vestibu- lum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Nam in turpis. Aliquam risus. Integer viverra, tortor ac tempor luctus, eros justo consectetuer dui, vel gravida lacus arcu a sem. Suspendisse id quam. Aenean or- nare ipsum ac lorem. Aenean ultrices quam eget 365 est. Proin facilisis quam eu orci. In neque eros, 24 HOURS viverra et, sodales ac, fermentum nec, augue. Aliquam quis velit vel risus bibendum congue. Maecenas lorem neque, eleifend et, rutrum ut, DAYS lacinia in, lorem.Etiam luctus lectus vel nisl. Nulla mollis mi a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nam eget nunc. In hac habitasse platea dictumst. Aenean id tortor. Mor- bi vehicula. Aenean adipiscing faucibus nulla. WWW.PWC.CA INFO@PWC.CA Vestibulum fermentum gravida lacus. Etiam eget nisi. Proin tortor ipsum, vehicula quis, luctus sit amet, consectetuer eu, tortor. Nullam vitae erat vel mi tincidunt posuere. corporate truck SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 34 - - 35 -
  19. 19. 80th anniversary celebration advertising Pratt Whitney Canada engine dont waste time. An At $20 a pound, fresh lobster cant wait. essential ingredient to susi pudjiastutis modest Especially for its flight fish-trading come massive seafood processing business. With thress Pratt Whitney powered Cessna grand caravan airplanes to tra nsport her fresh fish across northern asia, dependability is of the essence. Susis clients depend on freshness. And her business depends on our support. WWW.PWC.CA/SUPPORT MAYBE SOMEDAY. POSSIBLY ONE DAY. DEFINITELY THIS YEAR. Pratt Whitney Canada’s PW308 turbofan engine is going to space in 2008. It’s poised to power White- KnightTwo, the mother ship that will launch the first commercial passenger spaceship ever. This innova- tion alone makes the dream of space travel real for aspiring astronauts around the world. Their dreams depend on this mission. And this mission de- pends on our innovation. INNOVATION WWW.PWC.CA/INNOVATION SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 36 - - 37 -
  20. 20. Alexis de Portneuf - Fine Cheese Makers -Challenge: When the Cayer and Caron cheese factories merged and were acquired by Saputo,the new owner was suddenly faced with promoting a line of cheeses that included a wide rangeof little-known products that were hard to distinguish from all the others.Solution: We created the Alexis de Portneuf brand which conveys the authenticity and spirit of theartisan cheesemaker. Given the diversity of products available, we also developed the brand architectureand packaging around a branding strategy that respects the differentiating attributes of each cheese.
  21. 21. logoS MD/® MD/®packaging SID LEE – BRAND IDENTITY - 40 -
  22. 22. print ads B2B COMMUNICATIONLAUNCH INVITATION (APRON)RETAIL BOOKLET SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 42 - - 43 -
  23. 23. Beautyis the sumof its parts Functionalab - Building a Company from Scratch -Challenge: Functionalab is a revolutionary new brand in nutri-cosmetics. To ensure no aspect wouldbe forgotten in building the brand, Functionalab partnered with Sid Lee on an equity basis.Solution: From the initial positioning and communications strategy to the packaging and retail design,Sid Lee was behind the development of the new company every step of the way. Functionalab launchedrecently at Henri Bendel on 5th Avenue in New York.
  24. 24. logo packaging TI ONAL HEALTHY DROPS NC A U F B • • NU TICALSTRICO EU S C E M TI A R C S • NUT A DVA N C E D N U T R I C O S M E T I C S N U T R AC E U T I C A L SOFFICIAL FONTS BEAUTY DOSEGotham BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890$%?*( )!Ó#;:,Ç ÈGotham Light TONICabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890$%?*( )!Ó#;:,Ç È VITAMINS, BASIC NUTRIENTS BEAUTY PACKofficial coloursPMS BLACK white PERSONALIZED PACKtaglineBEAUTY IS THE SUM OF ITS PARTS SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 46 - - 47 -
  25. 25. Website In-store Displaybrochure SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 48 - - 49 -
  26. 26. Retail store SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 50 - - 51 -
  27. 27. Première Moisson - The Essential Ingredient -Challenge: For gourmets and foodies alike, Première Moisson bakeries represent a world of pleasuresfor the palate. Without losing sight of its traditional artisanal approach, Première Moissoncontinues to innovate, both product-wise and store-wise. In 2010, the brand’s image would undergoa transformation, seeking to strike the perfect balance between traditional and modern.Solution: The Première Moisson logo and packaging as well as the design of the “gourmet station”(a new space dedicated to ready-to-eat meals) were touched by the new visual identity. The harvesterwas replaced with a glorious letter P, adorned with a bundle of wheat, in honour of the bakingtraditions of yore. The new identity is fully documented in a brand book in order to ensure thesuccess of future executions.
  28. 28. logo and tagline store front and interior designofficial FONTSTimes Regular ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz gourmet station – retail1234567890$%?*( )!Ó#;:,Ç ÈBERTHOLD AKZIDENZ GROTESK Regular All CapsABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890$%?*( )!Ó#;:,Ç Èofficial colours and textureyellow 5 % black PMS 131 C PMS 382-- Ccorporate imagery SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 54 - - 55 -
  29. 29. packaging christmas catalogue print ads in-store screens Pour une durée limitée Pour une durée limitée découvrez notre nouvelle collection de baguettines découvrez notre nouvelle collection de baguettines AUGUST 22 - 31 AOÛT VOS ACHATS 1 café régulier 1,39 1 muffin 1,25 VOS ACHATS sous-total 2,64 TPS 0,11 1 café régulier 1,39 TVQ 0,19 1 muffin 1,25 sous-total 2,64 TPS 0,11 TVQ 0,19 NOUVEAU new TROIS délectez-vous FOCACCIAS dans l’ambiance TOTAL 2,94 $ QUI GOÛTEnt chaleureuse de notre salle L’ÉTÉ à manger. • Plus de 40 variétés de pains faits de façon artisanale • Des pâtisseries fines oliveset 3 fromages olive et 3 fromages • Des viennoiseries 100 % pur beurre l’art du vrai! • Des charcuteries maison PREMIÈRE MOISSON REPENTIGNY TOTAL 2,94 $ offerts tout l’été OFFERT tOUt l’été • Des mets cuisinés sur place à même l’épicerie Métro Marquis 150, rue Louvain, Repentigny 450 585-3022 SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 56 - - 57 -
  30. 30. quebec’s casinos - We’re All Play -Challenge: Younger generations viewed Quebec’s Casinos as outdated and bland.Solution: We revamped the brand by emphasizing the “playing” aspect of gambling rather than the pres-tige of the casinos themselves. The brand world was created with a new focus on playing cards as icons.
  31. 31. logosofficial fontSGotham Mediumabcdefghijklm nopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890$%?*( )!Ó#;:,Ç Èofficial coloursPMS BLACK PMS 159 PMS 193 PMS 7455 PMS 562iconstaglineWE’RE ALL PLAY SID LEE – BRAND IDENTITY - 60 -
  32. 32. ADVERTISING website PROMOTIONAL ITEMS SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY - 62 - - 63 -
  33. 33. Videotron - The Infinite Power -Challenge: Videotron needed to upgrade its look to match a new service offer of infinite possibilities.Solution: Capitalizing on a strong consumer association, we kept the yellow and black colour schemeand applied it to a brand new icon: the Videotron Cube. The Cube’s conception was driven by boththe idea of empowering and inspiring the consumer with simple and unified access to an infinitenumber of service possibilities.
  34. 34. logo and taglineofficial FONTSBlender ThinABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890$%?*( )!Ó#;:,Ç ÈBlender BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz THE POWER TO CHANGE1234567890$%?*( )!Ó#;:,Ç È FOR THE BETTER.official colours — CREATE YOUR TRIO PACKAGE AND SAVE. • witchtothefastestInternet S Save and most reliable† digital TV 120Pantone 123 black $ • witchtofreelong-distance S calls between residential Videotron telephone subscribers1ICONS • witchtothebestcustomer S PA C K A G E S service, with installation service D E TA I L S WHEN YOU SUBSCRIBE OFFER* offered 7 days a week, in the TO 3 SERVICES evening and on weekends2Sub-Brand SID LEE – BRAND IDENTITY - 66 - 1-88-VIDEOTRON | 514-281-1711 VIDEOTRON.COM/MOVING

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