CORPORATE ACTIVITY CONSULTANT ACTIVITY INPUTS T H E C O R P O R AT E I D E N T I T Y P R O C E S S Start P R O P O S A L P H A S E Tony Spaeth / Identity email@example.com Recognition of need to review identity Environmental change " Technological " Societal " Regulatory Internal Change " Change of Vision/Positioning " Reorganization " Acquisition / merger " Product line change " Marketing strategy change First meeting " Credentials and procedures " Statement of problem Written program plan, timetable & fee estimate Second meeting? " Review plan & estimate " Establish team Go Decision CORPORATE ACTIVITY CONSULTANT ACTIVITY INPUTS T H E C O R P O R AT E I D E N T I T Y P R O C E S S Phase One A N A LY S I S A N D P L A N N I N G Tony Spaeth / Identity firstname.lastname@example.org IDENTITY PLAN Current identity assessment " Visual messages " Verbal messages " Nomenclature system & elements " Name & logo " Identities of components " Signatures & association system Situation Factors ... more. less.
assessment " Industry de fnition " Geography/Nationality " Size & Ranking " History & Ownership " Management " Competitors " Units & Competences " Brands Leadership Intentions " Destination Vision, Mission, Position " Culture Character, Personality " Composition Organizing concept, Components, Relationships Identity Platform " Positioning " Purpose " Mission " Composition " Culture " Personality Creative Direction As required& " Naming Plan " Logo Design criteria " Association models " Nomenclature system Go Decision Designate internal contacts Presentation of Identity Plan Findings, conclusions, recommendations Communications Materials audit " Print " Signs " Other media Literature Review " Press articles " Analyst reports " Business plans " Marketing plans Executive Interviews " Corporate mgmt. " Line managers " Corporate staff " Distributors " Agencies External Interviews " Customers " Industry press " Analysts " Regulators " Unions Image Research " Review existing data " New research?<br><br> (added Phase) Plan Approval CORPORATE ACTIVITY CONSULTANT ACTIVITY INPUTS T H E C O R P O R AT E I D E N T I T Y P R O C E S S Phase Two N A M I N G A N D L O G O D E S I G N Tony Spaeth / Identity email@example.com Plan Approval " Identity Platform " Naming Plan (?) " Design criteria Naming Phase (if required) " Master List Generation " First-cut selections & screening Second-cut selections and availability search Name selection & clearance Intellectual property counsel (Possible) name evaluation research Logo Design " Design exploration " Application studies Re 9nement of selected directions " Application demonstrations " Color studies " Visual System elements Directional design review (if appropriate) Audience testing of candidate logos Design recommendations Logo decision and design approvals CORPORATE ACTIVITY CONSULTANT ACTIVITY INPUTS T H E C O R P O R AT E I D E N T I T Y P R O C E S S Phase Three I M P L E M E N TAT I O N P L A N N I N G A N D A P P L I C AT I O N S D E S I G N Tony Spaeth / Identity firstname.lastname@example.org Logo design approval Implementation Planning " Applications design checklist " Timetable and budgeting " Preliminary announcement planning (if required) Final logo design re fnement Technical input from " Advertising and PR counsel " Facilities management " Purchasing Applications Design (see Checklist) " Stationery & Forms " Web sites " PR / IR communications " HR communications " Facilities signs " Vehicles " Marketing applications Supplier input (e.g. signage) Application design recommendations Supervise prototype production/printing Applications Design Approvals CORPORATE ACTIVITY CONSULTANT ACTIVITY INPUTS T H E C O R P O R AT E I D E N T I T Y P R O C E S S Phase Four I M P L E M E N TAT I O N A N D A D M I N I S T R AT I O N Tony Spaeth / Identity email@example.com Applications Design Approvals Announcement preparation " Review launch plan " Write & design materials Identity launch Implement internal & external communications Public Relations counsel Corporate Advertising agency Identity Standards & Guidelines Write and design: " Web site with templates " Printed manual(s) " Printed cvoice d employee guide Supervise printing & fabrication Implementation providers " Signs " Print materials, etc. Environmental change " Technological " Societal " Regulatory Ongoing Identity Management Formalize identity management, measurement and policy oversight Contract signage, other implementation; brief suppliers & agencies Internal Change " Change of Vision/Positioning " Reorganization " Acquisition / merger " Product line change " Marketing strategy change Provide ongoing counsel " Technical support " Adaptation to change<br><br>