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Deloitte unveiled a makeover plan for its image at its world meeting in Tokyo on Wednesday, 13 years since its last brand refresh.
“And that’s going to cause the brand to become diluted, and not as consistent as we need it to be.To date, Brand Space houses more than 400 templates and 2,500 images. That may or may not sound like a long time but as Amy Fuller – senior managing director, Global Brand at Deloitte – put it, “It was 2003. I was part of the global brand team that re-branded Deloitte’s master brand in 2016. Deloitte. With the help of Monigle, they used BEAM to gradually roll out the brand.For more information about how BEAM (Brand Engagement and Asset Management) is powering brand governance at Deloitte and other organizations, click here.“Most folks say, ‘I don’t have time for brand.
Jul 7, 2016 - After thirteen years, Deloitte's green dot gets a makeover. Even better, the videos were all captured from engaging live sessions with Grover and Brian Resnick, Director of Global Brand.Grover takes a different view: “We are all brand ambassadors. Not a PDF in sight, the content is all laid out in an in-page, engaging, fully searchable way that’s intuitive to access and easy to update — ensuring the Deloitte brand architecture and identity system remain consistent as the brand flexes to fit the dynamic business. There’s also a training section of digestible videos covering a range of brand touchpoints, from creating on-voice content to delivering on-brand experience. The Deloitte Brand has been the same since 2003 but this year it got a makeover. By 2016, the Deloitte brand had been refreshed with a striking new identity. Firms that fail to modernize and adapt will be left behind. It was a six-month process of soft launch followed by global launch.”“If a brand identity system does not accommodate for how practitioners do business, people aren’t going to use it,” said Grover.
This is not a how-to book although it does include tips, thought-starters and even "laws" (an unfortunate term, IMHO.)
Not a PDF in sight, the content is all laid out in an in-page, engaging, fully searchable way that’s intuitive to access and easy to update — ensuring the Deloitte brand architecture and identity system remain consistent as the brand flexes to fit the dynamic business.In 2016, Deloitte launched its refreshed brand identity with a single brand architecture and identity system to deliver on a consistent and meaningful global Deloitte experience.The new Brand Space attracts 100,000 unique visitors per month, up from the 60,000 it received before.With so many associates who all use or live the new brand in some way, the mammoth task of governance fell to a few people on the Global Brand team.Following its rebrand, Deloitte reclaimed its status as the largest professional services firm in the world by revenue.Deloitte has hundreds of offices all over the world — 111 in the U.S. alone.Monigle’s BEAM (Brand Engagement and Asset Management) platform was a natural fit.
The brand permeates all of Deloitte’s go-to-market materials including sponsorships projects, advertising, reports, surveys; literally everything. Aug 2009 – Feb 2013 3 years 7 months. Back in 2009, we worked with professional services giant Deloitte on its first digital annual report.
Senior Manager, Global Brand Development To launch the initiative, Deloitte senior MD of its global brand, Amy Fuller, wrote a blog post explaining the changes. This is an inside view of a true business-to-business brand, Deloitte Touche Tohmatsu, with attention given to both strategy and visual identity. Deloitte Global Chief People and Purpose Officer Michele Parmelee is the global Chief People and Purpose Officer at Deloitte.