Every little bit of an organization is an essential part of its whole. Alterations are never meaningless or without consequences(good or bad),so adequate care,thought and calculated actions should inform changes.

2. INCONSISTENCY AND
CORPORATE VISUAL IDENTITY

3. INCONSISTENCY? THE HELL IS THAT?
Noun
1.The fact or state of being inconsistent.
2.An inconsistent element or an instance of being inconsistent.
Synonyms
discrepancy - contradiction - inconsequence

4. CORPORATE VISUAL IDENTITY(CVI)!!!
WHAT ANIMAL IS THAT?
► The face of every company and organization on the planet. It is instantly
identifiable and drives customers to recognize particular products or
services.

5. CVI CONSISTS OF;
► The Name
► The Logo/symbol
► Typography
► Colour
► Slogan

6. WHY IS IT ANY IMPORTANT?
► Today's world is visual!
► So it has become the most valuable and long-lasting investments an
organization can make. Your brand must stand out and communicate
precisely your product and your organization's personality.

7. Google: Catull BQ, Disney: Waltograph, Microsoft: Segoe UI

8. TYPES

9. 1. ICON/SYMBOL

10. 2. WORDMARK

11. 3. COMBINATION MARK

12. CVI EVOLVES WITH ORGANIZATIONS

13. FORD
“Centennial Blue Oval”,
Font: FordScript

14. COCA-COLA
THE FONT TYPE AND STYLE HASN’T CHANGED SINCE THE 1900’S
Font :Spencerian script

15. PEPSI
THE LOGO COLOURS HAVE REMAINED THE SAME FROM 1950,BUT FONT CHANGED IN 2008.
13 REDESIGNS
1991-1997: SANS SERIF FONT IN SLANTED STYLE

16. THEY ALL INVEST HEAVILY IN CVI
Price tag: $1,000,000
The new Pepsi logo was designed by the Arnell Group in 2008.

17. Price tag: $625,000
The 2012 Olympics logo was designed by Wolff Ollins in 2007.
Font: EURO

18. Price tag: $211,000,000
Redesigned in 2008

19. WHILE WE HAVE ICONIC CVI’S, WE’VE
ALSO GOT THE WORLD OF MEH!

20. IF YOU DON’T SEE WHAT OTHERS
SEE, YOU’RE PROBABLY JUST HOLY LIKE
ME! *WINK*

21. INCONSISTENT ON PURPOSE
► But what about the flip side, being inconsistent on purpose? Is it possible
to wield inconsistency at CVI elements; altering consistently familiar
visually arresting tools in such a way that it improves the quality?
► Let’s find out!

22. Check out the letter “l”. These
two letter forms should be
identical, but they aren’t! The
second “l” is clearly taller
Font:Lavanderia

23. The uppercase “C” shape is completely different
from its first to second iteration. The first one uses a
small curl at the top and a long flowing bottom
while the second one uses a loopy, flowing top and
a curled bottom.
Beyond these letters, also notice how the baseline
on “Coca” has been shifted up considerably,
making it profoundly uneven with that of “Cola”.
Inconsistency blended to perfection

24. Dumping it’s crazy lettering to fancy a
boring, plain sans-serif typeface that is
freakishly conservative and reminds me of
Google *facepalm*
I guess, less ain’t more sometimes

25. INCONSISTENT SIMILARITY
TURNING THE WORLD ON ITS EAR OR TURNING POCKETS INSIDE-OUT?
KENNETH LAY

26. PERFECT INCONSISTENCY.

27. ARE CUSTOMERS REALLY CONCERNED ABOUT
THE CVI OF ORGANIZATIONS?

28. DECEMBER,2010:BLACK-ON-WHITE LOGO WITH A NEW TYPEFACE AND OFFSET BLUE BOX
ONLINE OUTRAGE ON TWITTER AND FACEBOOK
The GAP case study 20years old
Rethinking,
Sleek
Modern feel

29. JANUARY,2009-ROLLED OUT ITS NEW CARTONS
FOLLOWED BY IMMEDIATE CUSTOMER BACKLASH.
CUSTOMERS YELLED: “UGLY", "STUPID” ETC. AND BOMBARDED PEPSICO WITH
E-MAILS, PHONE CALLS AND SOCIAL MEDIA MESSAGES.
Tropicana Case study
Bringing
Tropicana
into the 21st
Century

30. LET’S BRING IT HOME

31. ECONET WIRELESS-2001
VODACOM NIGERIA-2004
V-MOBILE NIGERIA-2004
The height of Inconsistent Corporate Visual Identity

32. CELTEL NIGERIA- 2006
ZAIN NIGERIA- 2008
BHARTI AIRTEL-2010

33. THE JOURNEY
NAME YEAR DOMINANT BRAND COLOURS SLOGAN
Econet Wireless 2001 Blue ,Red, white ..Inspired to change your world
Vodacom 2004 Blue, white, green …Africa’s leading cellular network
Vmobile 2004 Red and white …It’s all about you
Celtel 2006 Red, yellow, black …Making life better
Zain 2008 Black and purple …A wonderful world
Airtel 2010 Red and white …Feel free

34. 6 ALTERATIONS IN THE SPAN OF 10 YEARS
► Hutton’s(2002) reputation index. The dimensions used in this study are;
quality of service, reliability (memorability), consistence, emotional
appeal, customer focus and leadership structure.
► This study will decisively probe into corporate visual identity as a crucial
element of the corporate identity mix while also exploring the
relationship between corporate visual identity and organizational
reputation to ascertain the extent to which CVI components affect
organizational reputation and it would also critically examine the
customer’s perception of Airtel Nigeria (as a result of its changing (CVIs).

35. CHI-SQUARE ANALYSIS AGAINST THE 6(SIX) OF THE DIMENSIONS OF HUTTON’S
REPUTATION INDEX(QUALITY, RELIABILITY, CONSISTENCY, EMOTIONAL
APPEAL, CUSTOMER SERVICE AND LEADERSHIP STRUCTURE).

36. RESULT:
EVERY ASPECT OF THE ORGANIZATION’S CVI
ALTERED, STRONGLY AFFECTED ITS REPUTATION
AND CONSUMERS HAVE VERY LIMITED FAITH IN
THE FUTURE OF THE ORGANIZATION.
► 15.8 million subscribers in 2011
► 40,448 in Island area of Lagos
► 320 respondents

37. THANK YOU