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Case: Fiserv Inc. 2009
2009 1984 "This is the new Fiserv, one brand, one company, one focus." It is a move to assert global leadership in financial services technology, by consolidating a host of acquired brands under one more assertive corporate brand. Largely through acquisitions (140 to date), Fiserv has grown from its 1984 origins as a data processor for smaller banks to become "the leading provider of technology solutions" for financial services markets. In 2005, Jeffery Yabuki, formerly COO of tax advisors H&R Block, assumed Fiserv leadership, with the intention to shift it from its traditional holding company model into a more integrated operating company. His game-changing 2007 acquisition of the CheckFree business, which vaulted Fiserv into leadership in online transactions, added a new reason to express 'transformation.' In 2008, Yabuki retained Landor for a brand review. Renaming was considered and rejected, in favor of 'freshening' with a new wordmark-based logo. Lowercase letterforms were chosen as "straightforward and approachable," orange for differentiation and (said Yabuki) "a certain heat and energy," and a period was added (the i-dot, relocated?) for memorability and "to punctuate Fiserv's commitment to visionary leadership." To further a "one company" culture, there were realignments in organizational structure and some unit name changes, plus changes in product names and (especially) branding -- all products and services would now be marketed under the new Fiserv brand. A comprehensive news release launched the rebranding, to be followed by a global advertising campaign, with new ads in "national business, banking trades and [for employees] local publications." CREDITS Landor Associates CASE INFO Submitted by: Tony Spaeth, 25/02/2009 |
MATRIX DATA
DRIVERS | TOOLS | ||
Structural driver: 10% | |||
Merger & Acquisition Transformed survivor brand | 10% | x | Identifier tactics: Logo change: Wordmark-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Principal unit names or competence list | ||
x | Identity system elements: Unit signature system: Monolithic | ||
x | Change event : High visibility: Campaign | ||
Strategic driver: 90% | |||
Broaden scope/scale/visibility Elevate public profile | 5% | x | Identifier tactics: Logo change: Wordmark-dominant |
x | Identity system elements: Unit signature system: Monolithic | ||
x | Change event : High visibility: Campaign | ||
Change internal culture Enhance pride & confidence | 15% | x | Identifier tactics: Logo change: Wordmark-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Unit signature system: Monolithic | ||
x | Change event : High visibility: Campaign | ||
Change internal culture Transfer affiliation from unit to parent | 15% | x | Identifier tactics: Logo change: Wordmark-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Palette | ||
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 : High visibility: Campaign | ||
Change expressed personality Renew/refresh public image | 30% | x | Identifier tactics: Logo change: Wordmark-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Palette | ||
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 : High visibility: Campaign | ||
Change perceived composition Redefine the defining units | 5% | 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 : High visibility: Campaign | ||
Change perceived composition Modify parental 'umbrella' presence | 20% | x | Identifier tactics: Logo change: Wordmark-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Palette | ||
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 : High visibility: Campaign | ||