Pon Holdings Corporate Identity
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Pon Holdings Pon is an organisation employing 9.000 people in 11 countries. They are dealers for, amongst others, Caterpillar, Porsche, Volkswagen, Audi , Seat, Skoda and Motrac Linde. Pon remains one of the largest family owned businesses in The Netherlands.
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Brand Environment Design
Brand Environment Design ensures that all brand items originate from the core values of the organisation. Every item produced is an outcome of this process.
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WHY ? In 2006 Pon asked QuA to develop a new corporate identity for the entire Holding. The company is organised on four levels and the identity would have its influence on each one of those levels, making the company really look like a family. The atmosphere as a whole was briefed in one sentence, discreet but decisive.
Initiate
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Pon remains one of the oldest family-run businesses in The Netherlands.
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D IRE C TI O N
LOGO
S i g n at u r e
W ARRANT Y
S Y NERG Y
Research
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GRA P H I C L ANGUAGE
L oo k - a n d - f e e l
Researching three possible design directions.
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Research
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Research into the graphic language: colour, photography, logo and typography.
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D I S C REET B UT D E C I S I V E
Concept
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The new logo is the foundation of the identity: Circles represent individual people and companies which together form the Holding.
12 O RGANI S ATI O NA L S TRU C TURE L E V E L 1 ; H O L D ING
P O N H O L D ING S
LEVEL 2 ; DIVISIONS
P O N AUT O M O TI V E
P O N E Q UI P M ENT + P O W ER S Y S TE M S
L E V E L 3 ; GR O U P S PON PON PON PON PON PON PON PON PON PON
RETAIl AUT O M O TI V E P R O D U C T S FINAN C E & S H ARE D S ER V I C E S I M P O RT P O W ER E Q UI P M ENT N O RT H A M ERI C A M AN M ATERIA L H AN D L ING E Q UI P M ENT RENTA L + L EA S E
L E V E L 4 ; O P ERATING C O M PANIE S
V ARI O U S O P ERATING C O M PANIE S
Explore
Z O O M FA C T O R
GRI D
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B RAN D A P P EARAN C E
Exploring the four levels of brand architecture.
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Level 1
LEVEL 2
H old i n g
Divisions
INTERN M AGA Z ( NE
INTRANET
This concerns the Pon Holdings entity
Explore
Currently this consists of the Pon Automotive and Pon Equipment + Power Systems divisions
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LEVEL 3
LEVEL 4
GR O U P s
O P ERATING C O M PANIE S
An organisational intermediate layer within which various subsidiaries with similar activities have been organised.
These are companies that are “in the market�.
Translating Brand Architecture into communication carriers.
L E V E L 1 : H old i n g
C O R P O RATE W E B S ITE
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S TATI O NER Y
L E V E L 4 : O P ERATING C O M PANIE S
Explore
L E V E L 4 : O P ERATING C O M PANIE S
L E V E L 4 : O P ERATING C O M PANIE S
The Holding look-and-feel is often combined with other identities such as Porsche or Volkswagen.
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E M AI L S IGNATURE
P O W ER P O INT TE M P L ATE
E X TERN S TATI M O NER AGA Y Z INE
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Level 1 LEVEL 2
H old i n g Divisions
Explore
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LEVEL 3
LEVEL 4
GR O U P s
O P ERATING C O M PANIE S
The deeper the level, the less dominant the Holdings identity becomes.
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Finalise
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Final design of the intranet website and printing proofs to test the designs in reality.
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Finalise
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Items for the introduction of the new identity.
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Production
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The new corporate identity was presented at a management event in Norway.
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Production
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To introduce the identity, we produced an introduction film, CD and brochure.
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Production
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Introduction CD for all staff members and Powerpoint template explaining the new brand guidelines.
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Production
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The new corporate logo: laser-cut stationary - simple and modest.
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Production
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The second communication level. Pon Equipment+Power Systems & Pon Automotive.
34 GR O U P S B E L O NGING T O
GR O U P S B E L O NGING T O
P O N AUT O M O TI V E
P O N E Q UI P M ENT + P O W ER S Y S TE M S
Production
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Third communication level.
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Production
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The concept of simplicity and modesty was developed into a simple and functional intranet site.
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Production
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The Corporate Website built upon the same grid as the intranet. The overall atmosphere is more dynamic because it communicates externally.
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Met vriendelijke groeten, VOORNAAM + ACHTERNAAM FUNCTIE-TITEL .............................................................................................. Pon Holdings B. V. :: Huis ‘De Salentein’ :: Putterstraatweg 5 :: NL-3862 RA Nijkerk :: Postbus 6 :: NL-3860 AA Nijkerk :: T +31 [0]33 xxx xxx xx :: M +31 [0]6 xxx xx xx :: M +31 [0]33 xxx xxx xx :: E naam.achternaam@pon.nl :: I www.pon.nl :: ..............................................................................................
Production
41 1 02-06-2007
Paul van Merrienboer | PH.KI.0705.002f | Corporate Finance
TITLE PRESENTATION ARIAL BOLD 32 Subtitle Arial Bold 18
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DEZE KOP IS OPGEMAAKT IN ARIAL BOLD 24 PT. KAPITALEN • • • • • • •
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Designs for Certificate, email signature and Powerpoint template.
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Production
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New design for ‘De Koopman’, an internal newsletter and digital correspondence templates.
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Production
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A 120 page manual describes the brand guidelines on all 4 organisational levels of the company was developed in co-operation with NykampNyboer.
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Production
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Mini manuals for each level of the organisation and ‘Pon in Bedrijf’ magazine.
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For more information please contact: QuA Associates Grasweg 61 1031 HX Amsterdam The Netherlands P: +31(0)20 494 6565 F: +31(0)20 494 6500 E: info@qua.nl www.qua.nl