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Case: Aramark 1994
 1994  1982 "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.
CREDITS Schecter Interbrand CASE INFO Submitted by: Tony Spaeth, 29/03/2007 |
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 | ||