Godrej Group Align and integrate brands in a portfolio to the groups new positioning Background

Godrej, an Indian Conglomerate launched its new Corporate Identity and outlined their new proposition of Brighter Living in 2008. Elephant partnered with Godrej to help leverage the strength of its corporate (master) brand across its diverse business & product categories in order to create a unified & power-packed new look and feel.

Challenge
The new proposition of Brighter Living needed to be infused across the various hero brands of Godrej, while maintaining a clear differentiation amongst them. At the same time these brands needed to stand out within their respective categories.

Strategy
Visual architecture for the entire portfolio was defined by first understanding each individual brand's Customer & Category Codes. The visual approach involved symbolic representation of the key benefit of each brand through relevant interpretation and expression of the three primary Godrej brand colours.

Solution
For each brand, visual assets spanning across identity, elements and language were designed. Elephant created a standardized guideline manual for each brand, to ensure distinct and consistent representation in all the communication.

Result
Godrej Eon, Godrej Aerospace and Godrej Ultra were launched with this new system, in 2009. Team Elephant also designed the identity of the reality show Godrej Khelo Jeeto Jiyo launched in the same year.

Corporate Identity

In marketing, a corporate identity is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks Corporate Identity is how a corporation, company or organization expresses itself visually. - Product advertising - Job interview Corporate Identity must be informed and driven by - Clear Vision / Mission - Set of values

You must know what the Company stands for -professionally managed -proven processes / structures Many companies, such as McDonald's have their own identity that runs through all of their products and merchandise. The trademark "M" logo and the yellow and red appears consistently throughout the McDonald's packaging and advertisements. Many companies pay large amounts of money for the research, design and execution involved in creating an identity that is extremely distinguishable and appealing to the company's target audience.

Corporate Identity is the reality of the tangible points of public contact eg.. The buildings, vehicles, uniforms, business forms etc -DIFFERENTIATION
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MARKET CAPITALISATION
Market Capitalisation Brand Reputation IP Customers Employees Innovation Organisational structure Book value ___________ $
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The above would also be affected by other variables including:

Macroeconomic factors
Shareholder sentiment Market speculation

What the Customer Gets

Brand identity Image

Level of quality Features

What the Customer Wants Associated services

Packaging

Installation

Corporate Branding

Corporate branding refers to a company applying its name to a product. The product and the company name become the brand name. The company can advertise several of its products under a single brand name in a practice referred to as family branding or umbrella branding.

Corporate Branding with a successfully marketed product, a company can familiarize consumers with its products and may create brand loyalty. If the public likes one product from this company, then they may seek out the brand name when buying other products. Corporate Branding represents a level of quality that they have come to expect from the company corporate branding represents a level of quality that they have come to expect from the company

Essentials of Corporate Brand

A corporate brand should be easy to recognize and attract attention. It should also be legally protectable and suggest the company or product image. Ideally, the brand should be easy to pronounce and easy to remember. A premier brand product typically costs more to purchase than an economy brand. Consumers are paying for the name and the quality of product that name guarantees.
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CORPORATE IDENTITY
Corporate identity is often viewed as being composed of three parts: Corporate design (logos, uniforms, corporate colours etc.) Corporate communication (advertising, public relations, information, etc.) Corporate behavior (internal values, norms, etc.)
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Array of Visual Language - one or more typefaces - colour palette - use of photography - illustrations - layout style - font of written language
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Influences every manifestation of organization: - letterhead - paintings in offices - uniforms

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Corporate Identity Mix

CI is the prime interface between an organization and its key audiences - annual report, website - advertising communications - staff communications - architecture & interior design - uniforms, signages - product design & packaging

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Some Examples of Corporate Identity Reflected Through Logos

If you look at the center of this logo, you can see two people enjoying a Tostito chip with a bowl of salsa. This logo conveys an idea of people connecting with each other.

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Unity with Variety in a Visual Identity

Continuity must be established among the various designs in a visual identity. There must be a family resemblance among the designs.

Visual identity and graphics program Design firm: Vignelli Associates

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Designers identify the essence of the company and turn it into a concept backed by strong visuals symbols and logos.

Sony Vaio is a well known brand of laptops. But did you know that the name Vaio logo also had a hidden meaning? Well, the first two letters represent the basic analogue signal. The last two letters look like a 1 and 0, representing the digital signal.
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LOGOS

Symbols, shapes and colours have conscious and unconscious meanings Easy recognition Distinctive Memorable Reducible (business card) Black & white and colour Symbolic

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Carrefour is one of the biggest European retailers, and its also French for crossroads. The logo symbolizes this word via two opposite arrows. They also added the first letter of the name, because if you look closely you'll see the letter C in the negative space between the two arrows.

The old logo of Baskin Robbins had the number 31 with an arc above it. The new logo took this idea to the next level. The pink parts of the BR still form the number 31, a reference to the 31 flavors.

Toblerone is a chocolate-company from Bern , Switzerland . Bern is sometimes called The City Of Bears . They have incorporated this idea in the Toblerone logo, because if you look closely, you'll see the silhouette of a bear.

The Milwaukee Brewers is a professional baseball team from Milwaukee , Wisconsin (well, duh). Their logo is actually made up of the letters M (on top) and B (below the m). These two letters also form a baseball

Logo as Key of Visual Identity

In any visual identity, it is the logo that is the cornerstone. For Compu Soluciones, Ideograma created "the rings of the solutions, a symbol that represents the companys four areas of business.

Corporate Identity Design firm: Ideograma

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CASE
UK design consultancy designed a new logo for Saudi Arabian Airlines. Golden palm trees, crossed Arabian swords and a crescent moon. Westerners thought it to be suitably upmarket and regal
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Wrong type of palm trees (Saudi no. 2 producer of dates) Wrong type of sword (traditional Saudi sword is fighting sword) Wrong moon (new moon signifies new beginning, old moon suggests the end) Wrong colour (used cream colour representing hot barren sand, Saudis like to irrigate their land green)
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Stages in CI Management

Gain board level support Assess current situation and determine ideal image Brief and select designer

Develop design concepts

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Select, research and test concepts Explain internally Implement launch and maintain

Review and update

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Corporate Visual Identity

The definition of the Corporate Visual Identity Management in short Corporate Visual Identity Management involves the planned maintenance, assessment and development of a corporate visual identity as well as associated tools and support, anticipating developments both inside and outside the organization, and engaging employees in applying it, with the objective of contributing to employees' identification with and appreciation of the organization as well as recognition and appreciation among external stakeholders.
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Color Palette

An appropriate and distinguishing color palette is crucial to making a visual identity memorable.

Corporate Identity Design firm: Shira Shecter Studio

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Visitor Experience

An effective visual identity can enhance the users experience.

Identity Design firm: Pentagram

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CI Manual

Specify exactly Pantene colour, typeface, positioning of symbols Standardization Consistency Cohesive approach Police usage

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Graphics Standard Manual

Most designers prepare a graphics standard manual that guides the client in the use of the identity detailing the use of the logo, colors, and other graphics and imagery.

Graphic standards manual 29 Design firm: Danne & Blackburn Inc.

E bay CI Manual

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Audience

When designing a visual identity, you must know your audience.

Levis SilverTab Jeans is aimed at a young audience.

Graphic Identity and Graphics Program 31 Design firm: Michael Mabry

In early 1980s AT&T gave its repair people dress shirts and ties. Renamed them as System Technicians.

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Summary

A visual identity is the visual and verbal articulation of a brand or group including all pertinent design applications, such as, letterhead, business card, and packaging, among many other possible applications. The most common applications of any visual identity include the logo, letterhead, and other related business correspondence. Continuity must be established among the various designs in a visual identity.

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