Transform Conference 2010 - Marc Cloosterman, VIM Group

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Marc Cloosterman
21 October 2010
Trends in visual identity
management

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management
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If you look sloppy, people think you are sloppy…

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So the game is about ruthless consistency…

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What are we talking about?
“Marketing”
“Public relations”
“Advertising”
“Design“
“Branding”

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Marketing

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Public relations

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Advertising

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Social media

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Branding

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Design

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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?

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Source: Martin Lindstrom company/Millward Brown
Relevance of Visual Identity Management

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Source: Martin Lindstrom company/Millward Brown
Relevance of visual identity management…

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You may change your visual appearance over time…

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But please be ruthlessly consistent…

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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

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It’s the ongoing management of the
brand identity that shows whether the
investments in strategy and creativity
will bring sustained returns.

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If changing your identity takes place
on average once every seven years,
the management of that operation
needs specialised attention.

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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™

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The visual identity management process

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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?

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management
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Visual identity management dimensions
(‘triple constraint’)
Organisation Financial
Ambition visual identity
Time
Priority
(design check)(visibility matrix)
(realism of planning)
Visual

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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

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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

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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

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Trends in visual identity
Composit logo’s
Shape variation in logo’s
Colour variation in logo’s
Moving logo’s (digital applications)

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Composit logo’s

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Shape variation in logo’s

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Colour variation in logo’s

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Moving logo’s

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Financial crisis and corporate design (1)
‘Happy logo’s in
dark times
Companies need a
more friendly and
accessible image’

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Financial crisis and corporate design (2)
Before the crisis After the crisis Before the crisis After the crisis

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Future developments

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Generation Y

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Social media
Managing your online identity and appearance

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New techniques: 3D

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Fleet communications

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Summary
Treat a change of visual identity as a process instead of
project
Ruthless consistency is key
Trends in visual identities
Future developments

48. Thank you for your attention
www.vim-group.com