Case Study: Signage implementation

The global signage system that BrandLogic developed for Wyeth after its name change was designed to unify the look of facilities in hundreds of countries, and to convey the critical message that Wyeth is a single, well-coordinated brand. The new signage system had other benefits as well, including increasing productivity by quickly and efficiently guiding 52,000 employees and thousands of visitors to their destinations; speeding the acquisition, installation, and maintenance of facility signs; and reducing their long-term costs.

Well-conceived signage can achieve other goals as well. St. John’s University wanted to make a bold, dramatic, and highly visible demonstration of the “new St. John’s” to its 12,000 students and other audiences. The result: BrandLogic’s signage was manufactured and installed in two months, and students arrived after summer vacation to what felt like all-new campuses.

By creatively designing a system using off-the-shelf components from the Lego-Modulex system, BrandLogic produced and implemented a very economical program with the look and feel of high-end custom designs. The result: after summer vacation, students arrived to what felt like all-new campuses.

BrandLogic’s refreshed brand program for Engelhard had similar goals. The company announced to its employees worldwide: “Through the use of clear guidelines and strong, consistently applied design elements, the new Engelhard signage system joins the rest of our new branding program to deliver a powerful message that each of our facilities is part of a seamlessly integrated, quality-driven enterprise. Even a passing glance identifies each site and every location within it as belonging to Engelhard.”

Before and after images gave site managers a glimpse at the wide disparities in their existing signage, and how visitors might not be presented with a coherent Engelhard brand message. Examples of the replacements dramatically showed the difference the new system would make, and helped build excitement about quickly implementing the changes.

The site managers received a plan for their approval showing each individual type of sign in detail.

The kit also offered Engelhard locations the option of self-auditing their needs. BrandLogic reviewed the submissions for consistency and prepared the manufacturing order.
   BrandLogic’s experience and proven process and the economies of bulk purchasing provided Engelhard with consistent, on-brand signage across the globe, at a cost much lower than is possible with decentralized implementation.