全球500强vi设计规范brandmanual

1、Diebold Corporate Identity and Brand StandardanualWelcome | Table ofContentsWelcome to Diebolds CorporateAs a global leader in providing integratedself-service and security solutions, Diebold has built a reputation for being the company that wontrest until weve measurably impacted the businesses of

2、our customers and delighted their customers. Our well-respected brand is our most valuable asset. It embodies all that we stand for, conveys the beliefs andprinciples upon which we operate and serves as our introduction in any forum. Recently, our corporate brand has been modernized and adapted to f

3、urther build upon and protect our reputation. As we continue to communicate with a variety of audiences, from customers to shareholders, suppliers to partners, consistent application of the revitalized brandis crucial to maintaining Diebolds image.Welcome/Table of Contents1What is a Brand?Brand impl

4、ementation principles2The three touch points of a brand3Diebolds BrandVision4Positioning5Message and mood6izing our brand7Brand ComponentsLogos8Brand LineBrand line principles9Brand line usage10Logos with brand line11Brand architecture12,13”D”Mark logo14Incorrect logo treatments15Trademarks and nami

5、ng16Color palette (print and web)17Typefaces18Online Image Catalog19Standard CommunicationIntroduction20Letterhead21Business cards22Envelopes23Faxes24Email25Corporate CommunicationPowerPoint26, 27Internet and intranet websites28SignageFamily29, 30, 31, 32Building33Monument34Tenant panel35Decals36Veh

6、icle/Fleet graphics37, 38, 39, 40, 41Identity and Brand Standardanual.Thianual contaguidelines, rules andexamples for upholding the brand throughoutall aspects of Diebolds corporate and marketing communications. Every Diebold associate is responsible for ensuring the materials produced under their s

7、upervision adhere to these standards. The Global Communications Division can provide expert and authoritative assistance onapplications requiring further detail.Page 1If you have any questions regarding the use of the Diebold identity that are not addressed within this document, contact the Global C

8、ommunications Division at +1 330.490.3790.Diebold, Incorporated 2004What is a Brand? Brand implementation principlesWhat is a brand?Brand implementation principlesIn order to translate the brand idea into a coherent experience and to vindicate its promise:The five metrics of a strong brandThe brand

9、as idea, promise and experience must fulfill five standards:”A product iade in a factory;a brand iade in the mind.”1. It must be relevant to a real or projectedneed in the marketplace.Walter LandorFounder, Landor Associatesn The media applications that “make it real”have to form a consistent, unifie

10、d impression and should always be closely linked to the companys brand identity.2. It must be deliverable the companymust have the infrastructure, assets and intellectual capital to fulfill the promise and deliver value.n The expectations generated by the brandshould never be allowed to be invalidat

11、ed by broken promises, inconsistent language or “out-of-character” visual presentation.3. It must be credible the company behindthe promise must be perceived as capable of delivering it.4. It must be differentiating it must possesssome quality that distinguishes it from all other competitively relev

12、ant brands.5. It must be bothpired andpiring it must motivate interest,action and enthusiaamongemployees, shareholders and customers.Page 2If you have any questions regarding the use of the Diebold identity that are not addressed within this document, contact the Global Communications Division at +1

13、 330.490.3790.Diebold, Incorporated 2004What is a Brand? The three touch points of a brandThere are three fundamental touch points between a brand and the market:1. Behavior2. Appearance (“look and feel”)3. Language (“voice” or “tone and manner”)Brand behavior is the associate codeof conduct toward

14、clients, the public,the financial community, the corporation and each other. It must be manifest in everything we do, from the way the phones are answered in a call center to choices about the kinds of philanthropic programs with which we choose to align. Brand behavior is the brand brought to life

15、in the most vital, social and personal way. Our actions as a company andthe actions of our associates will have to vindicate our promises at every turn,creating and sustaining a complete brand experience for our clients.”Look and feel” applies to a wide rangeof graphic design applications including

16、corporate symbol and signature, color palette, packaging, business systems, architectural signs, product design and standard attire. These must be consistent with each other while clearly and recognizably expressing the brand positioning.”Tone and manner” or “voice” spansa companys entire system of

17、verbal communicationsfrom ad copy, taglines, brand lines and slogans to internet content, press releases, white papers and product names. Tone and manner shapes every message our company sends.As with look and feel, these differentverbal expressionust be consistentacross all media, serve as a recogn

18、izable andfaithful voice of the brand and speak in different “dialects,” in deference to its distinct audiences.Page 3If you have any questions regarding the use of the Diebold identity that are not addressed within this document, contact the Global Communications Division at +1 330.490.3790.Diebold

19、, Incorporated 2004Diebolds Brand VisionWe wont rest.Vision, position, implicationsDiebolds visionuntil we measurably improve theextent to which our customers customers are delighted with our self-service and security solutions and we measurably improve the effectiveness and profitability of our cus

20、tomers business.The Diebold vision and positioning arecaptured in a formula that is both our go- to-market brand line and our internal mantra: “We wont rest.”Vision, as the word implies, is the image ofthe aspired-to standard and goal of all our striving. It is the “ultimate” foundation of our compa

21、nys positioning and everything that positioning, in turn, drives; for example, strategy, policy, behavior, communications, product design and more.The implications for behavior areobvious:an untiring pursuit of perfection, a zero-tolerance attitude toward achieving anything less than absolute custom

22、er satisfaction, a zero-tolerance attitude toward resting until the job is done, the challenge met, the problem solved. It involves going above-and-beyond the call in everything we do, in never-ending pursuit of a better product, a better solution, a better, faster, less expensive way todeliver serv

23、ice.Our vision serves as the rallying cry withinDiebold it defines who we are, what we are committed to accomplishing with and for our customer, even the types of businesses we will invest in. This is the promise we make to ourselves regarding the commitments wemake to ourcustomer.The implications f

24、or messaging are likewiseclear: our messages need to clearly and specifically spell out what the promise is and how we will deliver on it. There is one category of messages that has specialrelevance to the “We wont rest.” idea:promises, guarantees, contracts and pledges.Page 4If you have any questio

25、ns regarding the use of the Diebold identity that are not addressed within this document, contact the Global Communications Division at +1 330.490.3790.Diebold, Incorporated 2004Diebolds Brand PositioningWe wont rest.Diebolds positioningDiebolds vision-based positioning is,ultimately, its brand prom

26、ise. It answers the.until we provide you withservices, solutions, partnerships and performance that measurablyimprove your customers satisfactionand measurably improve your business.When we speak externally, as we do in ouradvertising and product literature, we need to communicate a little different

27、ly. Now we are telling our customers what we are committing to do for them. This is our positioning that extends from our vision.question, “Why Diebold?” It ieasurable andquantifiable with each customer and tells thecustomer what they can count on with Diebold as their partner.Positioning in contras

28、t to vision is thepoint of differentiation between a company and its competitors. It stakes out a space (or “niche”) in a competitive territory where it can credibly deliver some product, service or benefit meet some need that no other organization can deliver (or deliver as well). It declares the u

29、nique value-added benefit that distinguishes Diebold above all others.Differentiation the heart of positioning is achieved through the intelligent, coordinated design and application of the three fundamental brand “touch points” discussed earlier: behavior, appearance and language. Companies that ac

30、t, “speak”and look in a way that is unique among competitors and consistent across channels, business units and media can achieve a degree of distinctiveness that goes beyond that which it can accomplish through its superior products or services alone.Page 5If you have any questions regarding the us

31、e of the Diebold identity that are not addressed within this document, contact the Global Communications Division at +1 330.490.3790.Diebold, Incorporated 2004Diebolds Brand Message and moodFollowing are some guidelines andsuggestions to send the right message and create the right mood to best commu

32、nicate Diebold and its brand promise.nBe confident. Quietly. Our messageshould be understated, subtle, not boastful.Our voice is one of partner, not seller. This is not about making claims; its about who we are.nBe sensitive. Not all cultures in theglobal village share the same values. For example,

33、subtle humor is a wonderful tool to use but humor “here” isnt necessarily humor “there.” Also consider facial expressions and body language in the images you select.Getting the message and mood right will bethe measure between the success and failure of each communication.nBe understated.The dramati

34、cunderstatement of underpromising andoverdelivering is the tone to strive for. Find it.nBe sure. Test the visual and verbal contentwith the target audience to be sure that youre communicating what you want to communicate.Audienceust understand the benefits the points of difference that come frompart

35、nering with Diebold versus working with the competition.nBe clean and crisp.Use elegant, simplebut effective communication. Visually andverbally, less iore.n“We wont rest.” Above all, reviewDiebolds positioning statement, and makeAbove all, you should strive to utilize thesepoints of difference that

36、 uniquely position Diebold in the hearts and minds of our customers and other key audiences.nBe conversational. The message shouldspeak with people, not talk at them. Diebold is their partner, share our message with them.sure itessage is conveyed in everyDiebold communication that goes out thedoor.

37、Every copy direction, every visual cue should do double duty both fulfilling the goal of each assignment as well as communicating the brand promise.If it isnt building brand value, then it is stealing from it. There is no neutral position on the brand value scale!nBe human. Images should relate tobe

38、nefits and, therefore, be human, rather than product-oriented. Base the message in humanity and the human experience, not in technical terms.nBe respectful and non-promotional.Engage the reader by speaking in a common language. No chest-beating or competitor-bashing. Avoid jargon.nBe impactful. Find

39、 arresting images tocapture the readers attention immediately. Stock photography sites can be used, such as: , and . Also check for new images on the Diebold Online Image Catalog at .nBe benefit-driven. How does this produ

40、ct orservice enhance peoples lives? Talk aboutthe benefit.nObtain approval. All ads, literature andother external marketing communicationmaterialust be reviewed and approvednBe global. Were a global company and need to act like one. Do not use metaphors or sports analogies. Consider translations and

41、 image selection with a world view in mind.by the Global Communications Divisionbefore they are submitted for final production or publication.Page 6If you have any questions regarding the use of the Diebold identity that are not addressed within this document, contact the Global Communications Divis

42、ion at +1 330.490.3790.Diebold, Incorporated 2004Diebolds Brand izing the Diebold brandNow that our corporate brand has beenupdated and adapted, it is crucial that we protect and build it. The sections that follow contain everything youll need to know to communicate using the new Diebold brand, incl

43、uding various document, logo and brand guidelines and examples of proper and improper applications. Additionally, please keep the following suggestions in mind inUse the brand selectivelyProducts, business forms, advertising, presentations, specialty items, and facility and trade show signage are th

44、e only objects that need to feature the brand. No other application requires use of the logo. Any time the brand is used, it should be considered a “product” that represents our company.Therefore, much care should be taken in how the brand is displayed. Be sure that whatever “product” you use carryi

45、ng the Diebold brand be it a PowerPoint presentation, a fax to a potential customer, or a shirt youre wearing at a conference or trade show displays the image proudly and properly.The word “incorporated”While the word “incorporated” was an acceptable application with the previous logo, it should no

46、longer be used in conjunction with the current mark. For copy purposes, it is permissible to use “Diebold” or “Diebold, Incorporated,” but never “Diebold, Inc.”order toize our brand.For more informationIf you encounter a Diebold brandingsituation not addressed in thianual,please contact the Global C

47、ommunicationsDivision, +1 330.490.3790.Use the brand components correctlyIts very easy to overlook seemingly minordetails when using various brand components, yet these types of mistakes can damage the brand and create roadblocks in reaching your objectives. Always adhere to guidelines detailed in t

48、he following sections to guaranteeooth and successful implementation of the Diebold brand.Page 7If you have any questions regarding the use of the Diebold identity that are not addressed within this document, contact the Global Communications Division at +1 330.490.3790.Diebold, Incorporated 2004Bra

49、nd Components Logos without brand lineOnce again, bold, powerful type reflects thestrength of Diebold.artwork for production. Electronic files for theDiebold logo are available online at: /brandmanual/down loads.htm.Logo color optionsYou have three basic options from which to ch

50、oose:The italic treatment addotion, suggests“forward movement” and denotes a dynamiccompany that truly is going places. The graphic swirl adds still more motion and suggests a company that is “breaking outof the box” and globally “expanding its opportunities.” The new Diebold Blue is bolder, more el

51、ectric and more exciting than the blue it replaces.nAll-Diebold blue versionAll-black versionReversed version, in which the entire logo isnApplication sizesThe minimum applicationnshown in white agat a dark background;size for theit is also acceptable for the logo to appearreversed on surfaces such

52、as wood, granite and chrome.Diebold logo is 1.0 inch or 2.54 centimeters.The length ieasured from the left side ofthe “D” to the right side of the mark.Refer to “Brand line usage” (page 10) to decidewhen to use the Diebold logo with the brand line and when to use it without.ArtworkDigital files with

53、 .eps extensions shouldDiebold logo proportions and limitsThe Diebold logo should occupy its ownbeused for printed materials. Those with .jpgextensions should be used primarily for on- screen viewing. Please consult your vendor for their preferred file format before submittingspace. Alwayaintain a g

54、enerous “safe”area equal to half the height of the “Diebold”in the logo on all sides of the logo. Note the clearly defined spacing limits in the examples.15625 min.396875cm min.5x min.5x min.5x min.x.5x min.Page 8Diebold, Incorporated 2004If you have any questions regarding the use of the Diebold id

55、entity that are not addressed within this document, contact the Global Communications Division at +1 330.490.3790.2.54cm min.1.0 min.Brand Components Brand line principlesCorporate brand lineThe three fundamental considerations of a corporate brand line are:Diebold brand line principlesand examplesT

56、here are two basic criteria that govern and test proper and improper applicationof the “We wont rest.” brand line, particularly,in lock-up or conjunction with the Diebold signature:Brand misperceptionThe second criterion that should govern the decision to lock-up “We wont rest.” with the Diebold signature is whether or not the context has the potential to create a perception that conflicts with, invalidates or “embarrasses” the brand promise. In other words, one that makes the brand message vulnerable to mis-construal or derogatory interpretation, i.e., sit