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Case: Boise Cascade 2002
  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 |
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 | ||