CORPORATE IDENTITY Presented by: Johan Maree Communications: Media Production 01 December 2014.
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CORPORATE IDENTITY
Presented by:Johan MareeCommunications: Media Production
01 December 2014
BRANDINGThe word “BRAND” comes from the word “BRANDR” - meaning “to burn”.
It is a word used by early Norse tribesman when marking livestock to declare ownership.
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WHAT IS A BRAND
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Perceptions and images that represent a company, product or service.
The promise of what will be delivered or experienced.
WHY BRAND
An action of impressing a product, service or business
Create an emotional bonding with a target group of customers
Kincaid MacDonald Macleod Dress
Macleod Hunt Thompson Wallace
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•Advertisements - consistent messaging
•Recommendations - friends, public or colleagues
•Interactions with a company and its representatives
•Real-life experiences - using a product or service is considered the most important element of establishing a brand
BRANDS DEVELOP OVER TIME
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BRAND CONSISTANCY
The name of a brand is constant.
Brand positioning may change, corporate colours adapted, typeface modernized and logo revised
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BRAND IDENTITY
Only has value when it is communicated to the appropriate audience.
The views of customers are determined about what they see and hear about the brand through the various media.
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VISUAL IDENTITY
Visual identity plays a pivotal role in the market place
•It must be appealing and capture the audience.
•It should send out a message every time it is seen, heard, discussed and recalled.
IDENTITY & VISUAL EXPRESSION
Word, sign, symbol, mark, emblem, shape or colour by which a product, service or business is recognised,
A means to create an instant and distinctive presence.
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WORD
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SYMBOL
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COLOUR
orange
SHAPE
THE LANGUAGE THING
GEOGRAPHICNATIONAL
SUNDAY
NATIONAL COAT OF ARMS
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DEPARTMENTAL LOGO
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LOGO COLOURS
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TYPEFACES
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PRIMARY TYPEFACE
ARIAL
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SECONDARY TYPEFACE
GILL SANS
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LOGO PLACEMENT
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BRANDING STRIP
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STATIONARY
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DWS LETTERHEAD
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DWS LETTERHEAD – Continuation page
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DWS FAX – Cover Sheet
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DWS FORMS
DWS BUSINESS CARD
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DWS COMPLIMENT SLIP
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DWS NAME TAGS
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DWS E-MAIL SIGNATURE
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DWS E-MAIL SIGNATURE
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DWS E-MAIL SIGNATURE
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PUBLICATIONS,
POSTERS, FLYERS &
BROCHURES
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PUBLICATIONS
PUBLICATIONS – Co-Branding
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PUBLICATIONS – DWS Speaks
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POSTERS, FLYERS & BROCHURES
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SIGNAGE
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PYLON SIGNS
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WALL SIGNS
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ENTRANCE SIGNS
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INTERNAL COLOURS
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NOTE PAD
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FOLDER
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ADVERTS
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INVITATIONS & PROGRAMMES
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BANNERS
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DWS BACKDROP BANNER - Logo
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DWS ROLL-UP
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DWS TEARDROP
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DWS CLUSTER/TELESCOPIC
And remember
WATER IS LIFE
SANITATION IS DIGNITY
THANK YOU
COMMUNICATION MESSAGES
Theme:
Water is Life – Sanitation is Dignity
STRUCTURE
RESPONSIBILITIES AND FUNCTIONS
Three Directorates:
•Media Liaison
•Corporate Communication
•External Communication
MEDIA LIAISON
• Coordinating liaison – media
• Department profile
• Respond to media
• Provinces
External Communication
• Call centre – 0800 200 200AgentsTimeous resolution of water related queriesNational, provincial and municipalities
• Presidential Hotline Public Liaison Officers and Provincial
Response Coordinators Improve service delivery – investigations
CORPORATE COMMUNICATION
CORPORATE COMMUNICATION
• Communication managers Corporate Services Water Resource Water Services Provincial and Intergovernmental
Coordinator • Link – communication and branches• Responsibilities
MEDIA PRODUCTION
• Custodians of CI
• Design– Adverts– Brochures– Posters– Web design– Publications– Training Manuals– Flyers– Annual Report– Signage
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MEDIA PRODUCTION (cont)
• Branding– Design of Marketing and Promotional material
– Livery
– Branding on Corporate clothing
• Multimedia
• Archiving and management of visual material– Design
– Photography
– Video
• Printing– Mid volume printing capability of booklets, flyers and brochures as well as
low volume printing of posters up to A0
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EVENTS UNIT
• Planning
• Provincial programmes
• Events calendar
• Brand positioning
INTERNAL COMMUNICATION
• Internal information flow
• Types of information
• Tools and mediums
WEB MANAGEMENT UNIT
• Mediums
• Responsibilities
• Service delivery
LANGUAGE AND TRANSLATION
• Translating
• Editing and proofreading
• Interpreting services
ADMINISTRATION UNIT
• Administration and human resources
• Procurement
PROVINCIAL COMMUNICATORS
• Responsibilities
• Accountability
• Media liaison
FIND USMatlakala Motloung VacantDDG: Communication Services Director: Media Liaison Tel: (012) 336 6828Email: motloungm2@dwa.gov.za
Makhosini Nyathi Sputnik RatauDirector: Corporate Communication Director: External CommunicationTel: (012) 336 6605 Tel: 012 336 6813Email: nyathim@dwa.gov.za Email: rataus@dwa.gov.za
Zwamadaka 7th floor
THANK YOU
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VALUES BRANDING
•Values•Way of life•Philosophy
WALT DISNEY– safe colourful funNIKE – Emerging Street Level trends; sport and clubbing.
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INTELECTUAL PROPERTY BRANDING
•Knowledge•Approach•Service•Trust
PRICE WATERHOUSE & COOPERDe LOITE
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PASSION BRANDING
•Passion for brand
ROLEXFERRARIBMW
BRANDING
1300 BC: Potter's marks were used on pottery and porcelain in China, Greece, Rome and India. 2000 BC: Branding of cattle and livestock
3000 – 5000 BC: Archaeologists have found evidence of advertising among Babylonians.
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