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Case: Aramark 1994


1994


1982
THE STORY

"Automatic Retailers of America" were pioneers in vending machines. In 1969, they became The ARA Group, then ARA Services. After 25 years, CEO Joseph Neubauer (who bought the company in a leveraged buyout in 1984) concluded that the ARA initials would never be a source of strength, for a global company in the business of industrial/institutional food services, uniforms, health and child care and other kinds of service support.

"This was an important strategic decision" said Neubauer. "We knew that both our company and the competitive environment had changed dramatically in the last decade. And while the company was well positioned to take advantage of these changes, we concluded that our name and visual identioty were not. Accordingly, we decided to adopt a new, unified identity system, onme that would enable all our lines of business to benefit from one another's recognition and recognition in the marketplace."

The Schecter Group (later Interbrand Schecter) named and designed Aramark. It is amazing how the star-person expresses (and inspires?) a happy eagerness to serve.

The new name erased the ghost of "America" from this global company, and the tagline "Managed Services, Managed Better" helped establish its scope. A strongly monolithic signature system bonded some units, and some were renamed, but others (Children's World, WearGuard) retained logos as "an Aramark company." The new brand was launched with aggressive ads in business publications. 
Tony Spaeth

 


CREDITS

Schecter Interbrand


CASE INFO

Submitted by: Tony Spaeth, 29/03/2007
Status: Estimated by Tony Spaeth
Category: Support Services
Country (HQ): United States


MATRIX DATA

DRIVERS

  

TOOLS

Strategic driver: 75%   
Change direction
  Redefine industry or core competence
 10%  x  Identifier tactics: Name change: Created words
    x  Identity system elements: Verbal elements: Principal unit names or competence list
    x  Identity system elements: Verbal elements: Tag lines
    x  Situation facts: Corporate level facts: Industry definition
Broaden scope/scale/visibility
  Remove limiting geographic association
 5%  x  Identifier tactics: Name change: Created words
Change internal culture
  Enhance pride & confidence
 40%  x  Identifier tactics: Name change: Created words
    x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : High visibility: Campaign
Change internal culture
  Transfer affiliation from unit to parent
 5%  x  Identity system elements: Verbal elements: Affiliation descriptions
    x  Identity system elements: Unit signature system: Mixed
    x  Change event : High visibility: Campaign
Change perceived composition
  Modify parental 'umbrella' presence
 15%  x  Identifier tactics: Name change: Created words
    x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Verbal elements: Principal unit names or competence list
    x  Identity system elements: Verbal elements: Tag lines
    x  Identity system elements: Verbal elements: Affiliation descriptions
    x  Change event : High visibility: Campaign
    
Functional driver: 25%   
Name weakness
  Increase name impact & recall
 15%  x  Identifier tactics: Name change: Created words
    x  Identifier tactics: Logo change: Symbol-dominant
    x  Change event : High visibility: Campaign
Design weakness
  Increase visual strength/quality
 10%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Change event : High visibility: Campaign