1. SUPPORTING YOU REACH YOUR DESTINATION
through Corporate Identity, Brand Identity, Print & Digital Design
chris smosarski corporate and brand identity
2. How?
establish:
• who you are,
• where you are going,
• what makes you different,
• communicate and visually express with consistency
3. Corporate identity can
• support a complete turnaround strategy
• increase cross selling opportunities & add value to the share price
• integrate acquired companies quickly & change culture
• respond to competitive pressures & marketplace changes
• prepare for social change in the future
4. Benefits
• increased awareness and understanding by customers
• internal alignment and buy-in from employees
• people feeling and behaving in the same way
5. Why companies use us
because of change & because we deliver
• acquisition, demerger,
• re-organisation, culture, IPO, buy-out
• new product/service development
• repositioning & because we deliver
6. Who we work for
• aerospace, industry, manufacturing, building supplies,
engineering, finance, service sectors
• young specialists like Umeco plc
• global names like Sodexo & Saint-Gobain
• mix of national, global & start ups
7. The difference we make
• how you look, feel & behave is made consistent
• we look at every point of customer contact:
• from stationery to signage, from print to digital channels
• from packaging to livery
• to help differentiate you from the competition
8. Our process
• Phase 1: research, audit and architecture
• Phase 2: design concepts
• Phase 3: design development
• Phase 4: master artwork
• Phase 5: implementation
• Phase 6: launch and ongoing communications
• Phase 7: post launch evaluation
10. Our process
Substantiators
• what do you need to support the value proposition?
• structure, skills, technologies, assets, know how, geography
Personality
• what is your style, ethos, way of seeing and doing things?
• what are the feelings people get from their relationship with you?
Brand essence
• what are the one or two words that capture the key benefit that the
brand promises to deliver
Brand architecture
• design the brand architecture
11. Our process
Phase 2 Design concepts
• create a variety of visual concepts for the brand identity
• Illustrate how the concepts would work with a division, subsidiary
company, strapline/descriptor
• Illustrate how these concepts work on a selected range of applications
• test concepts if appropriate
Phase 3 Design development
• following selection of one concept we will fine tune the selected option
• produce final detailed designs of the brand identity
• illustrate how the final detailed design of the brand identity works on a
selected range of applications
Phase 4 Master artwork of the brand identity
• convert the visuals to artwork and prepare master artwork
• produce the relevant files
12. Our process
Phase 5 Implementation
• design all applications for the guidelines
• printed or on-line guidelines or both
• manage help desk if required
Phase 6 Launch and communications
• create all launch collateral
• communications campaign
Phase 7: Post launch evaluation
• internal and external
• undertake research to establish the impact of the new identity
• evaluate the implementation of the new identity
13. Experience Industry/Manufacturing
Ashland Inc
BPB plc including British Gypsum Faber
Blinds Fenner plc Gypsum Recycling
International Isowool Low & Bonar plc Lucy
Lighting Matroc Saint-Gobain Staveley
Industries plc
Services
Action Consulting Flour Power City
Bakery Broughton Healthcare Business Co-
Pilot Sodexo Tillery Valley iPP – Integrated
Pathology Partnerships
Yoga Angels
Telecommunications
Nortel BT plc
Aerospace & Defence
Apollo Aerospace Components BBA
Aviation plc Ontario Airports
Investments Pattonair Umeco plc
Financial
Eagle Star Gulf Bank Kuwait Hawksford
International National Commercial Bank,
Saudi Arabia Scottish Widows
14. Ontario Airports Investments
• to create a new brand identity for the point of completion of the acquisition
• to develop concepts and artwork for the new brand identity in 10 days
• to produce business cards and letterhead for day 1 of business trading
15. Lucy Lighting: Strategic repositioning and brand rationalisation
• Lucy Lighting acquired
Zodion Street Lighting Controls
• Overnight a dramatic increase in the brand portfolio
• The brand architecture became confusing – see
opposite
Background
16. Lucy Lighting: Strategic repositioning and brand rationalisation
• Development of a umbrella brand strategy
• Brand portfolio rationalised
• Values, Customer Value Proposition, Personality and Essence created
17. • Terreal were bought by a Private equity company
• New strategy for major growth
• Existing identity lacked clarity in hardworking merchant environments
Terreal
18. The old disparate brand identity:
• group
• divisions
• subsidiary companies
• services
Umeco plc
19. Chief Executive, Clive Snowdon
“the new corporate identity which we created is a
really finely judged way of saying that what we
do is about Innovation and stretching performance.
But there’s a restraint in it too – nothing flamboyant.
I believe it’s Superb. Unmistakable. World class”.
Umeco plc
Communicating strategy
• a unifying theme for the group as a
whole, focusing on Umeco and its 3
divisions, but allowing the flexibility to
retain existing brand names.
• divisions carry the divisional descriptor
and the subsidiary companies carry
the group and
• divisional descriptor - raising the
profile of the group.
20. • The unified group corporate identity
• Only one subsidiary, for commercial
reasons, has retained their existing
identity colours.
Umeco plc
21. Communicating strategy
• The rollout of the identity was fast-track - we designed an online guidelines manual and
downloads site for instant access to logotypes, artwork and templates.
• “These have proved to be enormously practical tools that have helped the companies make the
transition with minimum pain”.
Umeco plc
22. Communicating strategy
In addition to the guidelines and
downloads we also provided
support in the form of a hotline
for the initial implementation
stage, as well as designing
brochures, advertisements,
website, presentations and
other materials for the launch.
Umeco plc
23. Strategic repositioning of a
division – Umeco components
Soon after the introduction of the
new group brand identity Umeco
sold it’s Repair and Overhaul
division to focus on supply-chain
management and advanced
composite materials. This led to a
review of the components division
which specialised in supply-chain
management.
Umeco plc
Components division
24. Strategic repositioning
of a division
By creating many different options for
service branding including the name of
the division and the service brands we
were able to contribute to the strategic
thinking process. The result led to a
restructuring of the companies in the
Umeco Components division into one
global brand, Pattonair, with three
distinct service brands.
Umeco plc
Components division
25.
26. Their corporate identity not keeping
pace with the strategy.
BPB has a portfolio full of disparate
subsidiary company identitities.
Global identity developed to reflect
vision to become a global leader
BPB plc
27. BPB plc were acquired in a hostile
takeover by Saint-Gobain. Post
acquisition a regional brand strategy
was created with a vision to develop
one global brand. Gyproc
BPB plc
acquired by Saint-Gobain
28. Re-positioning to align to new vision
and business strategy
apollo was an established company in
the aerospace and defence markets.
New senior executive management
undertook a major change programme
with a focused vision and business
strategy.
Apollo Aerospace Components
The old apollo visual identity
29. Re-positioning to align to new vision
and business strategy
apollo was an established company in
the aerospace and defence markets.
New senior executive management
undertook a major change programme
with a focused vision and business
strategy.
Apollo Aerospace Components
30. Supporting international expansion
The new positioning and corporate
identity was highly successful in
signaling major change at apollo.
The next phase is expansion into Poland
and India.
Apollo Aerospace Components
31. • a Sodexo company
• brand repositioning
• new name and brand identity
Tillery Valley Foods
32. • a Sodexo/Labco joint venture company
• brand positioning and customer value proposition
• new name and brand identity
33. • BBA Aviation plc
• Demerger of non-core business
• New name and brand identity
BBA Aviation plc
34. In 1986, the world of financial services was changing and becoming more competitive. Our response was to
review every aspect of our business, including how our company was promoted and our values maintained. This
strategy was, at the time, probably the boldest marketing move the financial market had ever seen. The Scottish
Widow was created as an icon that confronted all the negative values associated with the word ‘widow’ and
presented the positive values – strength, reliability, integrity, innovation and heritage.
Scottish Widows
35. Chris Smosarski
• An independent corporate and brand identity designer.
• BA Hons in Communication design from Leeds and a distinction in Advanced typography
from the London College of Communication (Printing).
• Chris studied the highly disciplined and structured Swiss School of typography under the
guidance of Brian Grimley.
• Most of the work undertaken by Chris is driven by change such as growth through
acquisition, de-merger, repositioning, rationalisation, new culture, new products and
services. Chris helps companies build their brands by developing brand design strategies.
Clients are mainly b2b and operate in the aerospace, industrial, manufacturing, financial and
service sectors.
• A huge rugby fan who supports his beloved country Wales with a huge passion, runs, does
Iyengar yoga and his favourite typographer was Jan Tschichold and painter is Bridget Riley.
