Featured cases
- ABM Industries 2012
- AkzoNobel 2008
- Alcatel-Lucent 2006
- Alliance Boots 2006
- Apple 2007
- Aramark 1994
- ArcelorMittal 2007
- Assurant 2004
- Bausch & Lomb 2004
- BDO International 2010
- Belgacom 2003
- Boise Cascade 2002
- BP 2000
- Broadview Security 2009
- Brocade 2007
- CA 2005
- Cardinal Health 2003
- CEC Bank 2008
- Chemtura 2005
- Cisco Systems 2006
- Cision 2007
- Computer Associates 2001
- Covidien 2007
- Credit Suisse 2006
- CSC 2008
- Daimler 2007
- Delta Air Lines 2007
- Devon Energy 2007
- DSM 2011
- Eastman Kodak 2006
- EDF 2005
- Experian 2007
- Federal Express 1994
- FedEx Corporation 2000
- FICO 2009
- Fiserv Inc. 2009
- Fortis 1998
- Fortis 2006
- Fortis 1991
- Genworth 2004
- Gillette 1993
- Grant Thornton 2008
- Harcourt General 1993
- Harlan Laboratories 2008
- Hyperion 2006
- Ingersoll Rand 2005
- Intel 2006
- Invista 2003
- Johnson Controls 2007
- Kemper 2011
- Lineage Logistics 2012
- LM Wind Power 2010
- Lucent Technologies 1996
- Marathon Oil Corporation 2011
- Marsh & McLennan Companies 2011
- Massachusetts Institute of Technology (MIT) 2003
- McGladrey 2010
- Meredith Corporation 2009
- MFS Investment Management 2012
- Morgan Stanley 2006
- Nielsen 2007
- Nokia Siemens Networks 2007
- Novartis 1997
- NXP Semiconductors 2006
- Outward Bound USA 2005
- Polycom 2012
- Princeton University Press 2007
- Reliance ADAG 2006
- Rockwell Collins 2006
- Samsung 1993
- Sensata Technologies 2006
- Shipley Energy 2011
- Sistema Telecom 2006
- Smith & Nephew 2003
- Sprint (Sprint Nextel) 2005
- Starbucks 2011
- Tenneco 1995
- Texenergo 2011
- The Joint Commission 2007
- The Paley Center for Media 2007
- The Phoenix Companies 2006
- Thomson Reuters 2008
- Tyco Electronics 2007
- Umicore 2001
- Unilever 2004
- Unum Group 2007
- Vale 2007
- Vantiv 2011
- Velfina 2004
- Wolters Kluwer 2005
- Wyeth Pharmaceuticals 2002
- Xerox 2008
Case: Gillette 1993
 1993  old logo In 1993 The Gillette Company's new CEO, Alfred M. Zeien, realized he had an identity problem. Because his corporate brand's association with the razor category was so strong, the investing community was not giving Gillette credit for the strength and diversity of all of its brands... Braun, Oral B, Liquid Paper and Waterman's Pens, for example. Distributors were confused ("Gillette owns PaperMate?") and even employees, some of whom felt that "If I'm not on the Gillette brand I'm not on the fast track." Zeien went to Clive Chajet's Lippincott & Margulies for help. Gillette already had a corporate logo, different from its razor-brand logo. L&M concluded that it was simply too weak, visually, and too weakly presented. They designed a more assertive, forceful and dynamic presentation of essentially the same monogram "G" idea, locked to a bolder type treatment of the formal "The Gillette Company" name, plus the addition of a descriptively aspiration tag line to make the new mark's meaning completely clear. A more comprehensive visual system was added to help strengthen the corporate presence in all the brands' communications. Tony Spaeth CREDITS Lippincott & Margulies CASE INFO Submitted by: Tony Spaeth, 14/05/2007 |
MATRIX DATA
DRIVERS | TOOLS | ||
| Strategic driver: 100% | |||
|
Broaden scope/scale/visibility Remove limiting category association | 40% | x | Identifier tactics: Logo change: Symbol-dominant |
| x | Identity system elements: Verbal elements: Tag lines | ||
| x | Identity system elements: Unit signature system: Visual endorsement | ||
| x | Change event : High visibility: Campaign | ||
|
Broaden scope/scale/visibility Elevate public profile | 40% | 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: Visual system: Palette | ||
| x | Identity system elements: Verbal elements: Tag lines | ||
| x | Identity system elements: Unit signature system: Visual endorsement | ||
| x | Change event : High visibility: Campaign | ||
|
Change internal culture Transfer affiliation from unit to parent | 10% | 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: Visual system: Palette | ||
| x | Identity system elements: Verbal elements: Tag lines | ||
| x | Identity system elements: Unit signature system: Visual endorsement | ||
| x | Change event : High visibility: Campaign | ||
|
Change perceived composition Modify parental 'umbrella' presence | 10% | 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: Visual system: Palette | ||
| x | Identity system elements: Verbal elements: Tag lines | ||
| x | Identity system elements: Unit signature system: Visual endorsement | ||
| x | Change event : High visibility: Campaign | ||