Elements of corporate identity for think-tanks

Laura BOHANŢOV

Public Relations Coordinator

Case study: Brandbook of IDIS “Viitorul”, leading Moldovan think-tank

What is corporate identity?

Corporate identity – totality of ways by which by which an institution distinguishes itself for its public. Institutional identity has two aspects: physic (brand, logotype, uniforms, business

cards); cultural (philosophy, values, statement,

rituals).

Strategis to construct the corporate identity Monolithic strategy – the institution applies a

unique style of presenting itself in all circumstances (BMW)

Support-strategy – the institution, incorporating autonomous big subdivisions, decides to have both common and distinct identification marks (General Motors)

Mark strategy – the institution uses a series of brands for each product or service (Unilever)

Which strategy fits a think-tank? Monolithic strategy – established think-

tank, with a clear profile, vision and mission, solid institutional strategy, a recognized niche of market – IDIS “Viitorul”

Support-strategy – the think-tank has a strong department, which tends to have autonomy in managing its budget and portfolio – Center for Economic Policies of IDIS “Viitorul”?

Mark strategy – for campaigns, coalitions, self-governance instruments – Moldovan National Business Agenda (IDIS Project)

What is a brandbook (corporate identity book)? Corporate identity book – the main instrument to establish

ways of communications, rules and standards to present an institution to the general and specific public, the primer of image and visual identity of any company, which sums up both structural elements and rules to use the specific symbols.

Visual identity handbook – more restrictive term, guide on how to maintain visual communication standards.

Brandbook – branding guide, which extensively presents design templates. If the searched template is missing, it will be created by respecting the proportions and indications from the brandbook.

Do we need a brandbook? Costs and benefitsCosts Financial: from 300 to

5000 EUR; Time: approval procedure,

time to assimilate new rules and standards, adaptation period;

Formalism, rigidity; Inertia, conservatism; “Calming down” febrile

creativity.

Benefits Ordering chaotic trends and

homogenizing forms of presenting the institution;

Positioning and distinguishing from brands we compete with, obtaining a high level of recognition by the targeted groups;

More solidarity and proof of collegiality from the team, by assuming and defending the profile of the company;

Simplifies the decision-taking: you have rules, and templates, so you don’t need to reinvent the wheel.

Brandbook – fashion or necessity? Brandbook marks the ascension, development level

of an institution. It is not extremely necessary to develop it, if an institution has not yet identified its market niche or committed to your mission.

There is no need for a brandbook, if the institution will not keep to it. Include it in the indicators of quality to your products as a “must have”. Delegate one person to approve a product before release and check compatibility with the rules specified in the brandbook.

Tips for a good specification Ask the chosen company to visit your institution and to take

stock of all necessities. Be flexible with the elements of the brandbook. Include in the contract free of charge assistance of the design

company in the first three months after the approval of the brandbook.

Build a relationship with the design company: in case of budget constraints, agree to design later (ask for discount) other elements, like Power Point presentation templates or badges, etc.

Ask for all the packages (design sessions) of all working variants. If necessary, specify this in the contract.

Goals of a brandbook To identify the elements to be used while promoting

the visual, graphic identity of the institution; To explain rules on how to use these elements; To give examples of situations when exceptions are

admitted.

The key of success in promoting a brand depends on the consequence in implementing its brandbook.

Elements of a brandbook. Restrictive model (1)LOGO Logo Logo together with the name of the company, web-

site Logo together with the slogan Logo for correspondence Elements of the logo Minimum size Brand space Positioning of the logo Wrong ways to use the logo

COLOURS Primary palette of colours Secondary palette of colurs Contrast Backgrounds Reproduction of logo at three colours Reproduction of logo at two colours Reproduction of logo at one colour Dos and don'ts

FONTS Primary fonts Secondary fonts Rules to use fonts

Ask for vector reproduction of the logo: .cdr, .ai, .eps. The vector format offers the possibility to scale the image, without altering its quality.

Don’t share with anyone the components of the brandbook. i.e. logo in vector format, to avoid “hacking” of the institutional image.

All the elements of the logo are “untouchable”. You can’t redesign logo. Exceptions: bad image,

repositioning, rebranding.

More colours mean more money (serigraphic printing).

Serif – Readability, adaptability for both web and print, means tradition, sobriety, conservatism

Sans Serif – modern fonts, not good for headlines Attention of fonts not included into Window, MAC

standard packages! – Helvetica for IDIS “Viitorul”

Elements of a brandbook. Restrictive model (2)IMAGES Principles Dos and don'ts

PERSONALIZED PRINTED STATIONERY Letterheads Business cards Envelops Fax, invitation letters Personalized invoices etc.

MULTIMEDIA PRESENTATIONS PowerPoint presentations Cover of CDs

OUTDOOR POSTING Auto parking City-light

Elements of a brandbook. Extensive modelAdditional elements:- Templates for the institutional

website;- Marking for the entrance door,

office doors;- Accessories: badges, wristlets,

umbrellas;- Promotional stand;- Audio and video packshots. - Entire office design.

Thank you for attention.