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Global brands (oil companies, airlines, hotel chains etc.) use their buildings, vehicles and products to communicate their brand message. It is important that these brand contact-points are consistent in both quality and message. In order to aid consistency for multinational brands, Akzo Nobel has initiated 'Global image solutions' - a paint and coatings service that offers to protect and maintain brand image throughout the world. Akzo Nobel asked QuA to develop a graphic identity for Global Image Solutions. In co-operation with Aquarium Writers from London, we developed the concept 'Brandscape'. Key to this concept was visualising the feeling of strong, united solutions. We visualised this concept using an abstract flower-like graphic element, which could be unfolded in several ways, with each fold revealing a differing solution. This element returns through all brand carriers. The general look-and-feel was to be fresh and light, using a different colour palette to the corporate Akzo colours. Photography showcased examples from global brand carriers, with focus on strong perspective lines. In contrast to this we developed nine icons that symbolise the various fields in which Global Image Solutions is active. After developing the graphic language, we created a series of communication carriers including a corporate brochure, flyers, posters, powerpoint presentations and a corporate animation. |
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