Product category:
Integrated marketing
News Release from: Aqueduct
Edited by the Marketingservicestalk Editorial
Team on 22 June 2007
English Heritage adopts new brand
guidelines
Integrated agency Aqueduct's new brand guidelines for English Heritage are being rolled out across the diverse organisation to help agencies follow best practice.
The guidelines are the antithesis of the old style foolscap brand manuals and meet the challenge faced by Dan Wolfe, English Heritage's marketing director, of providing roster agencies with easy routes to best practice across a wildly diverse organisation Although one body, English Heritage has divisions operating in distinctly different markets - from Heritage Tourism through Publishing to Archaeological Academia, via Government Policy and Listed Buildings
This article was originally published on Marketingservicestalk on 22 Mar 2007 at 8.00am (UK)
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Aqueduct's goal was to devise a framework that would allow each division to match its peers by sector.
Charlie Waterhouse, creative director of Aqueduct, explained: "Following in-depth research, we wrote and produced a concise set of core guidelines augmented by division-specific appendices.
"The 32-page booklet is written with a natural and constructive voice, a world away from the usual ring bound 'brand police' manuals favoured by many big institutional organisations.
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"We identified and evaluated current good and bad practices and then built rules that encouraged the former, and inhibited the latter.
"We devised a set of rules applicable across the entire organisation and couched in a tone that would aid acceptance across a body of people representing the broadest set of views.
"This ensured minimum standards of compliance across English Heritage while fostering best-in-class behaviour in each vertical area of operation.
"Aqueduct's creative team made small but very careful revisions to the logo mark, resulting in an increase in legibility - and the provision of supplementary type-faces delivered consistency across a wider range of applications.
"A set of core rules (relating specifically to the logo, type and colour) were supplemented with a bespoke set of guideline appendices for discrete areas of operation, such as retail, publishing and education.
"All suppliers were encouraged to make full use of English Heritage's internal design consultant's advice service in Swindon".
Dan Wolfe, English Heritage's marketing director, said: "Aqueduct won the work largely on a piece of strategic advice that really made us feel that this project was achievable after all - namely, to allow each of our divisions to be best in class - so the publishing division uses the brand in a publishing context, the visitor attractions people mirror their peers' best practice and so on.
"Really this was the kind of simple, enlightening thought that you cherish when you get it from an agency; the experience of working through the fairly sensitive and complex task of getting the detail right was similarly smooth and unfussy.
"We've seen standards rise as a result of the guidelines where we tested them and acceptance in the organisation has been ahead of expectations.
"What could have been a very difficult task has turned out to be a real value adder".
Rob Oubridge, Aqueduct managing director, said: "The world of Heritage Conservation.
has changed beyond all recognition in the past decade.
"Ever more commercialised, organisations face myriad new challenges, not least those of revenue generation and public understanding.
"In our work for English Heritage we're striving to give all areas of the organisation a coherent voice - from craftsmen to tourism experts, academics to policy people.
"The importance of English Heritage's work cannot be overstated; it can however be misunderstood or ignored - we're helping redress that.".
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