INCONSISTENCY AND CORPORATE VISUAL IDENTITY

INCONSISTENCY? THE HELL IS THAT?

Noun

1.The fact or state of being inconsistent.2.An inconsistent element or an instance of being inconsistent.

Synonyms

discrepancy - contradiction - inconsequence

CORPORATE VISUAL IDENTITY(CVI)!!!WHAT ANIMAL IS THAT?

► The face of every company and organization on the planet. It is instantly identifiable and drives customers to recognize particular products or services.

CVI CONSISTS OF;

► The Name

► The Logo/symbol

► Typography

► Colour

► Slogan

WHY IS IT ANY IMPORTANT?

► Today's world is visual!

► So it has become the  most valuable and long-lasting investments an organization can make. Your brand must stand out and communicate precisely your product and your organization's personality.

Google: Catull BQ, Disney: Waltograph, Microsoft: Segoe UI

TYPES

1. ICON/SYMBOL

2. WORDMARK

3. COMBINATION MARK

CVI EVOLVES WITH ORGANIZATIONS

FORD

“Centennial Blue Oval”, Font: FordScript

COCA-COLATHE FONT TYPE AND STYLE HASN’T CHANGED SINCE THE 1900’S

Font :Spencerian script

PEPSITHE LOGO COLOURS HAVE REMAINED THE SAME FROM 1950,BUT FONT CHANGED IN 2008.13 REDESIGNS1991-1997: SANS SERIF FONT IN SLANTED STYLE

THEY ALL INVEST HEAVILY IN CVI

Price tag: $1,000,000The new Pepsi logo was designed by the Arnell Group in 2008.

Price tag: $625,000The 2012 Olympics logo was designed by Wolff Ollins in 2007.Font: EURO

Price tag: $211,000,000Redesigned in 2008

WHILE WE HAVE ICONIC CVI’S, WE’VE ALSO GOT THE WORLD OF MEH!

IF YOU DON’T SEE WHAT OTHERS SEE, YOU’RE PROBABLY JUST HOLY LIKE ME! *WINK*

INCONSISTENT ON PURPOSE

► But what about the flip side, being inconsistent on purpose? Is it possible to wield inconsistency at CVI elements; altering consistently familiar visually arresting tools in such a way that it improves the quality?

► Let’s find out!

Check out the letter “l”. These two letter forms should be identical, but they aren’t! The second “l” is clearly taller

Font:Lavanderia

The uppercase “C” shape is completely different from its first to second iteration. The first one uses a small curl at the top and a long flowing bottom while the second one uses a loopy, flowing top and a curled bottom.Beyond these letters, also notice how the baseline on “Coca” has been shifted up considerably, making it profoundly uneven with that of “Cola”.

Inconsistency blended to perfection

Dumping it’s crazy lettering to fancy a boring, plain sans-serif typeface that is freakishly conservative and reminds me of Google *facepalm*

I guess, less ain’t more sometimes

INCONSISTENT SIMILARITYTURNING THE WORLD ON ITS EAR OR TURNING POCKETS INSIDE-OUT?KENNETH LAY

PERFECT INCONSISTENCY.

ARE CUSTOMERS REALLY CONCERNED ABOUT THE CVI OF ORGANIZATIONS?

DECEMBER,2010:BLACK-ON-WHITE LOGO WITH A NEW TYPEFACE AND OFFSET BLUE BOX

ONLINE OUTRAGE ON TWITTER AND FACEBOOK

The GAP case study 20years old

Rethinking, SleekModern feel

JANUARY,2009-ROLLED OUT ITS NEW CARTONS FOLLOWED BY IMMEDIATE CUSTOMER BACKLASH.

CUSTOMERS YELLED: “UGLY", "STUPID” ETC. AND BOMBARDED PEPSICO WITH E-MAILS, PHONE CALLS AND SOCIAL MEDIA MESSAGES.

Tropicana Case study

Bringing Tropicana into the 21st Century

LET’S BRING IT HOME

ECONET WIRELESS-2001VODACOM NIGERIA-2004V-MOBILE NIGERIA-2004

The height of Inconsistent Corporate Visual Identity

CELTEL NIGERIA- 2006ZAIN NIGERIA- 2008BHARTI AIRTEL-2010

THE JOURNEY

NAME YEAR DOMINANT BRAND COLOURS SLOGAN

Econet Wireless 2001 Blue ,Red, white ..Inspired to change your world

Vodacom 2004 Blue, white, green …Africa’s leading cellular network

Vmobile 2004 Red and white …It’s all about you

Celtel 2006 Red, yellow, black …Making life better

Zain 2008 Black and purple …A wonderful world

Airtel 2010 Red and white …Feel free

6 ALTERATIONS IN THE SPAN OF 10 YEARS

► Hutton’s(2002) reputation index. The dimensions used in this study are; quality of service, reliability (memorability), consistence, emotional appeal, customer focus and leadership structure.

► This study will decisively probe into corporate visual identity as a crucial element of the corporate identity mix while also exploring the relationship between corporate visual identity and organizational reputation to ascertain the extent to which CVI components affect organizational reputation and it would also critically examine the customer’s perception of Airtel Nigeria (as a result of its changing (CVIs).

CHI-SQUARE ANALYSIS AGAINST THE 6(SIX) OF THE DIMENSIONS OF HUTTON’S REPUTATION INDEX(QUALITY, RELIABILITY, CONSISTENCY, EMOTIONAL APPEAL, CUSTOMER SERVICE AND LEADERSHIP STRUCTURE).

RESULT:EVERY ASPECT OF THE ORGANIZATION’S CVI ALTERED, STRONGLY AFFECTED ITS REPUTATION AND CONSUMERS HAVE VERY LIMITED FAITH IN THE FUTURE OF THE ORGANIZATION.

► 15.8 million subscribers in 2011

► 40,448 in Island area of Lagos

► 320 respondents

THANK YOU