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Case: Boise Cascade 2002





THE STORY

Convinced that his company was too strongly associated with paper alone, CEO George Harad commissioned an identity review. Siegel & Gale concluded that three businesses should be communicated... Building Solutions and Office Solutions as well as Paper Solutions; and that paring the communicative name (and logo) to simply"Boise" would help us form a new image of this company. Harad actually restructured to form these three new defining units. A tagline "Work, Build, Create" supported the launch.  Tony Spaeth


CREDITS

Siegel & Gale


CASE INFO

Submitted by: Tony Spaeth, 23/01/2007
Status: Confirmed by L. Ackerman, Siegel & Gale, 23 Jan. 2007
Category: Forestry & Paper
Country (HQ): United States


MATRIX DATA

DRIVERS

  

TOOLS

Strategic driver: 100%   
Broaden scope/scale/visibility
  Remove limiting category association
 25%  x  Identifier tactics: Name change: Brand
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Identity system elements: Verbal elements: Principal unit names or competence list
    x  Identity system elements: Verbal elements: Tag lines
    x  Identity system elements: Unit signature system: Monolithic
    x  Situation facts: Subcorporate facts: Competence list
    x  Situation facts: Subcorporate facts: Defining units
    x  Change event : Medium visibility: Launch event
Broaden scope/scale/visibility
  Elevate public profile
 20%  x  Identifier tactics: Name change: Brand
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Identity system elements: Unit signature system: Monolithic
    x  Change event : Medium visibility: Launch event
Change internal culture
  Transfer affiliation from unit to parent
 15%  x  Identifier tactics: Logo change: Wordmark-dominant
    x  Identity system elements: Verbal elements: Principal unit names or competence list
    x  Identity system elements: Unit signature system: Monolithic
    x  Situation facts: Subcorporate facts: Competence list
    x  Situation facts: Subcorporate facts: Defining units
    x  Change event : Low visibility: Memo
Change expressed personality
  Renew/refresh public image
 15%  x  Identifier tactics: Name change: Brand
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : Medium visibility: Launch event
Change perceived composition
  Redefine the defining units
 25%  x  Identity system elements: Verbal elements: Principal unit names or competence list
    x  Identity system elements: Verbal elements: Tag lines
    x  Situation facts: Subcorporate facts: Competence list
    x  Situation facts: Subcorporate facts: Defining units
    x  Change event : Medium visibility: Launch event