Crown Branding Standards

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CROWN speaks to the customer.

Crown is CURRENT. Crown is TECHY. Crown is FRESH and SOCIAL.

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REBRANDING As a company grows and achieves a different market position, the aim of the company becomes more clear and it opens itself to new markets… this might be the moment to change the company’s logo and give it a new direction.

REPOSITIONING Taking a brand to a higher position is difficult (value to premium for example), and requires us to think about the new audience we are hoping to acquire.

They likely have a different DNA than the old audience, and it’s often best to re-launch a brand to target this new demographic. Offering a fresh image to these potential customers is an invitation to experience what Crown has to offer.

How rebranding a company can enhance its image.

REJUVENATION The greatest brands in the world consistently update and refresh their look to stay contemporary and fresh – think Apple, Coca-Cola and even Wal-Mart.

It’s easy to have the mind set of ‘if it ain’t broke, don’t fix it’. Instead of changing our brand, rejuvenating Crown by ‘refreshing’ the logo maintains and celebrates the history and heritage of our company, but will also show our audience (current and future) that we are adaptive to change.

Furthermore, by providing an identity guide for the company, we will teach our employees about the founding values of Crown, our dedication to our customers, how to strengthen our brand identity and why we simply do, “Whatever it Takes” through service, quality, design and value.

THE IDEA OF REBRANDING

Crown

CROWN

CROWN

CROWN

whatever it takes.

whatever it takes.

Rebranding options/variations featuring different font weights/character options.

whatever it takes.

whatever it takes.

THE FINAL FOUR

quality

design

service

value

The iconic Crown Blurb will be used extensively in branding print and tradeshow booth materials.

EMPHASIZING A BRAND ICON

Business Cards

Product Molds

Stationery

Sample Boxes

Road Sign

Warehouse Boxes

Catalogs/Flyers

Shipping Boxes

Badges

Shipping Stickers

Website

Order Status Emails

Mobile Site

Email Signatures

Social Media

Rewards Brochures

Apparel

Special Forms

Tradeshow Booths

Interior Signage

Invoices

Identity Standards Guide

Faxes

Identity Intro Packages

All Advertising

Timeline: 6-7 Months

Sample Products

The rebranding will be implemented to the items listed above - the estimated time frame is 6-7 months.

WHERE WILL YOU SEE THE NEW LOGO?

POTENTIAL APPLICATIONS

Company philosophy, approach and why our branding is important.

Explains how branding should be used company-wide.

CROWN IDENTITY STANDARDS GUIDE

Standards Guide Includes: • Table of Contents • Company Philosophy/How We Think • Purpose of Standards • Logo Breakdown

• Logo (Usage)

• Fonts

• Colors • Stationery

• Business Cards

• Letterhead

• Envelopes

• Email Signature • Forms & Documents

• Invoices

• Credit Forms

• Art Templates

• Proofs

• Miscellaneous?

• Signage

• Interior

• Exterior • Digital Media

• Website

• Mobile Site

• Social Media Sites • Trade Shows

• Booths

• Large

• Small

• Signage For Booths

• Tent Cards

• Flyers

• Apparel

• Miscellaneous?

• Employee Relations

• Badges

• Miscellaneous?

• Shipping

• Boxes

• Stickers • Product Development/Sample Room

• New Products

• Molds

• Sewn In Tags

• Prints on Notebooks

• Sample Room Samples • Marketing/Advertising

• Icons

• Fonts?

• Included Info

• Colors?

• Photography

• Style

• Types of Advertising

• Catalogs

• Multi-Page Flyers

• Single Page Flyers

• Custom Flyers

• How to Request

• Print Ads

• Email Blasts

• Miscellaneous?

CONSISTENT ADVERTISING

Consistent logo use, font style, product focus with sleek retail look.

Consistent signage throughout building interior/exterior helps familiarize customers and employees with branding.

SIGNAGE INTERIOR/EXTERIOR

Large Booth - Island style with multiple product stations.

Well-lit, inviting, seating options, brand icon emphasis.

TRADESHOW BOOTHS

Consistent Tent-Cards with product information, well-lit product, variety of items at each station, ability to scan to order samples

TRADESHOW BOOTHS

Polo shirts in CMYK colors (ties into brand icon usage) Blue Jeans and Converse Tennis Shoes (color coordinating)

APPAREL FOR SHOWS

ASI/PPAI Shows - photo booth idea. We get fun customer testimonials to share on social media/customers get coupon or giveaway.

PHOTO BOOTH CONCEPT

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I love the way the CROWN blurb speaks to the customer because Crown is CURRENT. Crown is TECHY. Crown is FRESH and SOCIAL. It is so CROWN.

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