Case Study: Corporate Identity
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| Client |
Allen-Bailey Tag & Label |
| Product |
Custom Printed Tags & Labels for Industry |
| Situation |
B2B |
| Market |
National |
| Deliverables |
Corporate Identity Program, and Icons |
Need
Allen-Bailey Tag & Label (ABTL) has been in operation since the early 1900’s, with their corporate identity program last addressed in the 1960’s. It was neither current nor professional. Historically, the tag & label industry had not been aggressive with well designed corporate identities. Times changed. With new technology came new competitors. These new competitors, some serious and skilled business people, pounced aggressively upon an unprepared industry. ABTL needed help. MG Lomb was selected.
Challenge
1) Logo was amateurish and no corporate identity existed. Some clients have an existing logo to improve upon, with brand equity that can be leveraged. ABTL needed to start from scratch. ABTL also lacked any recognizable brand imagery. Simply put, nothing matched. Everything needed to be redone.
2) Product offering was disorganized and confusing. With numerous products and markets, ABTL had a sell sheet for all of them (too many). The sheets were outdated, ineffective, and did not match. Worse, there was no way to discern if a broader offering of products (based on any particular sell sheet) was available.
ABTL required a successful identity program to impress customers and improve sales.
Solution
1) Create a professional looking corporate identity and logo. Some clients have an existing logo to improve upon, with brand equity that can be leveraged. ABTL did not. In addition to needing a new logo the company lacked recognizable brand imagery. Simply put, nothing matched. Everything needed to be redone. The new and professionally crafted corporate identity and logo was quickly applied to: website, brochure, sell sheets, pocket folder, business cards, stationary, envelopes, e-mail template, signage, print advertisements, mailers and more.
2) Create an icon program to segment and clarify an extensive product offering. ABTL’s new sell sheets had been modernized, segmented by market, differentiated by color and made consistent with the new corporate identity. Next, MG Lomb applied icons to visually identify ABTL’s products by their use. Used like a map KEY on the sell sheets, the new icons clarified which ABTL products were available in any given market segment. By looking at one sell sheet prospective customers are now able to quickly know the full range of products available to them. Icons are also used effectively on the ABTL website.
Progress
The ABTL sales team was the first to express gratitude for the newly designed corporate identity, logo and icon program. Now with confidence they could send professional looking sales kits that impressed, made sense and were easy to navigate.
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