To update the branding of this long established financial institution and create a wide ranging set of corporate guidelines that would help maintain the company’s appearance, both internally and externally.
Corporate Branding Development
Following the development of a new second brand with a strong and modern look and feel, National Counties Building Society approached IV·Q Branding and Design to assist in the update of its corporate identity. The new brand had to maintain the existing elements which represented the company’s long standing history whilst updating it to compete with its contemporaries.
Using the existing logo, IV·Q made subtle changes that stripped away the complex elements to create a simplified and clean approach. Following agreement on this new logo-form the challenge was to standardise the typefaces and colour usage that would accompany this brand. These changes needed to reflect the company’s re-evaluation of its vision and mission statements, which would help drive the organisation forward.
To accompany these changes IV·Q worked closely with the NCBS marketing team to develop a set of extensive guidelines. This primarily internal document outlined all elements of the brand, from establishing the mantras that the company should follow to how type should be used, how colours should be adhered to and what kind of imagery should be selected in communications. This resulted in a 60 page booklet which was released internally as an interactive PDF and was also disseminated into a simple “Our Brand at a Glance” document that could be used as a quick reference guide.