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SCHOLTYSIK NIEDERBERGER KRAFT CREATES AND ENHANCES BRAND IDENTITY

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SCHOLTYSIK NIEDERBERGER KRAFT CREATES AND ENHANCES BRAND IDENTITY Powered By Docstoc
					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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