Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo...

29
Brand Book 01 Version

Transcript of Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo...

Page 1: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

Brand Book

01 Version

Page 2: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

2

Origo Brand Book

ContentsThe purpose of this brand book 03

Origo within 04

About Origo 05

Values 09

Personality 11

Tone of voice 14

Logo 17

Origo’s Strength 19

Mission Statement 20

Slogan 21

Origo’s Promise 24

Brand Essence 26

Page 3: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

This is a guide to make it easy for employees to access information about the brand.

It contains descriptions of the brand, how it looks, how it behaves and how it expresses itself.

Successful brands deliver the same message and the same experience to consumers at all opportunities where consumers encounter the brand. Therefore, it is important that everyone can easily understand how the brand should be presented.

The purpose of this brand book

3

Page 4: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

Origo withinIn order to achieve the values, promise and essence of the brand it is important that employees adopt these key factors; not only in communication with customers but also when communicating with colleagues.

A strong brand does not only face outwards to customers, it is also a guide for employees. It empowers them to do good work.

4

Origo Brand Book

Page 5: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

About Origo.

Origo was created in a merger between Nýherji and subsidiaries TM Software and Applicon.

5

Page 6: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

6

Origo Brand Book

The aim of the merger was to utilise the strengths of the three companies to create a comprehensive range of IT solutions and enhance customer service even further. The Origo brand represents a passion for Information Technology. Origo stands for success, ingenuity, knowledge, smart and safe solutions, long-term relationships, trust and personal service. Origo is human, reliable, powerful, sociable, open and positive, with a vibrant attitude to the challenges of the future.

ABOUT ORIGO

Page 7: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

7

Origo Brand Book

Page 8: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

The word Origo derives from Latin and means origin, beginning or source.Origo, pronounced as spelledLat. Origin, beginning or source.

8

Page 9: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

Our values.

9

Origo Brand Book

Page 10: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

10

Origo Brand Book

Combined StrengthWe work together across the group’s units and companies, utilising expertise in different areas within Origo to develop smart solutions for customers.

Professional DaringWe provide excellent service that is adapted to the needs of each customer. We exceed expectations by initiating new and more efficient service solutions, thus ensuring long-term business relationships.

Visionary ServiceWe build on a solid foundation of professionalism and expertise but are unafraid of innovation and agile decision making, involving modified and improved working methods, for Origo and our customers.

OUR VALUES

Page 11: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

Our personality.

11

Origo Brand Book

Page 12: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

12

Origo Brand Book

Origo is reliable, solid and friendly. Origo possesses tremendous knowledge in its field and is always ready to assist and solve problems.

Origo is creative, imaginative and quick to react when it comes to problem solving. Origo is progressive, unafraid to follow new paths, but cautious when it comes to the valuables of others.

Do brands really have personality?Personality can be defined as traits in people’s behaviour. But we perceive personality in animals, natural phenomena and even inanimate objects like cars and ships too. Brands are also perceived to have a personality and that personality is set by the behaviour and processes of the people behind the brand. It is important for brands to cultivate their personality because, as with individuals, it is the foundation of their credibility.

OUR PERSONALITY

Page 13: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

13

Origo Brand Book

Our personality traits are:

Dynamic Hard workFlexibility Efficient Swift

TrustProgressivePositivityCuriosityFriendlinessInnovation

CareActivityNoveltyDaringDriveCreativity

OUR PERSONALITY

Page 14: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

Tone of voice.Our tone of voice is friendly yet professional.

14

Origo Brand Book

Page 15: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

15

Origo Brand Book

The tone may be light and cheerful but it must reflect humility and helpfulness. The tone should not be frivolous or silly, but it must not be institutional either.

Interplay of tone and personalityA brand’s tone of voice dictates how the personality shines through in the brand’s expression. The tone is, therefore, an essential feature in traditional marketing activities, e.g. advertising and social media. The brand’s tone runs across all communications, including events with which the brand is associated. The tone also needs to be applied throughout internal communication, so that it becomes second nature for all employees.

TONE OF VOICE

Our tone is bright and reflects care and a commitment to customer service.

Page 16: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

16

Origo Brand Book

Our tone is:

InformalCasualEnergeticHumorous

ProminentAccessibleOpen

TONE OF VOICE

Page 17: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

Our logo.

17

Origo Brand Book

Page 18: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

18

Origo Brand Book

The logo combines three companies, Nýherji, Applicon and TM Software.

The brand identity playfully references the origin with three dots in the companies’ previous signature colours. The Origo brand is thus made up of units that represent the whole: flexible, cohesive and clear. These units provide an opportunity to implement the brand's appearance across all content and in all areas of the business.

OUR LOGO

Page 19: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

19

Origo Brand Book

Origo’s strengthOur main strength is trust.

Origo has the trust of both customers and employees and we appear to enjoy trust from the public as well. The trust relates to the company’s solutions, employee competence, services, reliability, fairness and the brands that are sold by the group.

Customers trust us with operating important systems and our employees with handling confidential data.

Page 20: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

Mission statementOrigo is an information technology service company that helps progressive customers gain a competitive edge with customised IT solutions.

We strive to build long-term business relationships and understand customers’ challenges to harness employees’ ingenuity, provide agile service and smart solutions.

20

Origo Brand Book

Page 21: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

21

Our slogan.

Origo Brand Book

Page 22: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

The slogan shows that for Origo the future is not what is yet to come, it is here and now. We deal with the future every day, we work to predict what will happen, shape it, expect it.

The slogan flexes to reflect our focus at any given time. From software solutions, equipment, systems, service contracts, TVs, cameras, headsets, printers, jobs or the annual celebration of the country’s most fun company.

The future is.

22

Origo Brand Book

OUR SLOGAN

Page 23: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

23

Origo Brand Book

The future is

Origo

Page 24: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

Origo’s Promise

24

Origo Brand Book

Origo simplifies the life and daily activities of customers and enables them to achieve better results in their operations.

A brand’s promise reflects what it stands for and what it should do for customers.

A strong brand is a promise. It creates expectations and reduces risk in the minds of customers.

A brand’s strength is in the minds of customers and can disappear tomorrow if the promise is not kept.

Page 25: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

Origo’s Promise

25

Origo Brand Book

How?

With employee expertise and agile service assisted by information technology.

Why?

We have a passion for Information Technology.

Page 26: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

Origo.Brand Book

26

Brand essence.

Page 27: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

27

Origo Brand Book

Flexibility

Power

Agility

BRAND ESSENCE

These three words should best describe the brand and should be what others would use to describe the brand. The brand essence is a manifestation of the brand’s promise, what customers experience while they come into contact with the brand.

Page 28: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy
Page 29: Brand Book...2 Origo Brand Book Contents The purpose of this brand book 03Origo within 04About Origo 05Values 09Personality 11 Tone of voice 14Logo 17This is a guide to make it easy

www.origo.is

Borgartun, 37105 Reykjaví[email protected] +354 516 1000

Reg. no: 530292-2079