SCHOLTYSIK NIEDERBERGER KRAFT CREATES AND ENHANCES BRAND IDENTITY. SCHOLTYSIK NIEDERBERGER KRAFT FOR SIX GROUP BRAND ARCHITECTURE, DESIGN AND IMPLEMENTATION Brand analysis Brand development Brand implementation Brand management Company/product Brand strategy Documentation Quality assurance Status quo Positioning Guidelines Monitoring Process analysis Brand architecture Specifications Supervision Reference measurement Values Hotline Vision Launch Certification Origin Mission Motivation Progress assessment History Brand world Training Tradition Road shows Incentive programs Competencies Brand protection Means and media Further brand development Environment Visual identity Stationery Competitors Basic elements Correspondence Stakeholders Logo/wordmark Forms Market development Colors Print media Typefaces Image brochure Typography Product literature Image style Annual reports Materials 3-D design Layout behavior Signage Guidance systems Verbal identity Point of sale Naming Exhibitions Claims Events Text Trade fairs Style/tone Product design Message Packaging Digital media Acoustic identity Web design Acoustic logo Presentations Brand theme Audio/visual media Soundscapes Film Voices Video Scholtysik Niederberger Kraft AG Tel. +41 (0)44 224 40 40 01071123 Marktgasse 12 Fax +41 (0)44 224 40 41 CH-8001 Zürich www.snk.ch wITH STRATEGY, STRUCTURE AND DESIGN: CREATING A STRONG BRAND FOR AN IMPORTANT PILLAR OF THE SwISS FINANCIAL CENTRE Building signage at the Swiss Stock Exchange Securities Trading Securities Services Financial Information Payment Transactions Image brochure Brand identity portal with guidelines, toolbox and gallery Color coding for differentiation between Group and Business Fields Logo trailer (short film) as part of the extensive launch packet www.six-group.com www.six-sis.com www.six-telekurs.com www.six-multipay.com www.six-paynet.com www.six-exfeed.com Group Securities Trading Securities Services Financial Information Payment Transactions Payment Transactions Division Multipay Div. Cards & Payments The situation SNK services Client benefits At the start of 2008, the three Swiss financial infrastructure Through a reduction in the number and variety of brands, – Logo The new brand signals departure and change. It helps acceler- service providers SWX Group (Swiss stock exchange), Telekurs SIX Group is now perceived by the market and clients as – Brand identity design ate the process of integration and supports the business and Group and SIS Group merged. The resulting SIX Group covers focused and unified. At the same time, the individual identity – Brand architecture (structuring the brand portfolio) brand identity strategies. the entire financial infrastructure value chain and is, therefore, of the group companies and Business Fields is retained. – Color concept (Business Field specific color worlds) an important pillar of the Swiss financial centre. – Picture concept (Business Field specific picture worlds) By linking the existing with the new, the brand shows a prag- – Internal launch media (e.g. welcome kit, presentations, matic approach and creates a sense of security for employees, The company adopted a strategy designed to give new impetus brand card, kick-off event, Brand Update newsletter) clients and stakeholders. in an international, extremely dynamic competitive marketplace. – External launch media (e.g. web site, image brochure, The new brand helps position the group as a strong and stationery, building signage) A clear brand architecture facilitates orientation group wide and trustworthy partner in a technologically challenging business – Design of key brand communication gives employees a sense of identification and differentiation as environment. (e.g. advertising, trade fair stand, newsletter) well. In doing so, the brand helps the company work towards its – Online portal with guidelines, templates, gallery long-term goals.
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