When it comes to branding and brand messaging, the 3 Cs – clarity, constancy and consistency – are key to the success of properly communicating brand value and creating a brand that stands out from the competition. A brand manual helps ensure two of the Cs are met, clarity and consistency. An effective brand manual provides cohesive standards of design across all communication materials, creating a framework for a distinctive, strong brand presence.
In the global construction and industrial markets, French-based Saint-Gobain is a recognized brand and leader in light and sustainable construction. Its Saint-Gobain NorPro division has been servicing the petrochemical, chemical, refining, environmental and gas processing industries for more than 150 years, providing a collection of engineered ceramic media and shapes.
NorPro had a brand identity, but no overarching guidelines for employees and external partners to follow to maintain a clear, consistent brand in the global marketplace. NorPro wanted to clearly define its corporate and brand identity standards by developing a brand manual, which would also need to communicate information on the variety of marketing platforms it offered. The manual would need to align with the brand manual that parent-company Saint-Gobain had developed.
The Design Edge had been an external partner of NorPro for several years, developing a variety of marketing materials to boost its corporate brand and promote its products. Having identified the need to formally establish a set of rules and guidelines on how various brand elements could be used in communications and campaigns, NorPro turned to The Design Edge to develop a brand manual.
The Design Edge worked with the NorPro marketing team to gather assets and develop a template that would complement existing Saint-Gobain materials. The result is a brand manual with clear guidelines and essential information that is easy to find. It includes sections on corporate positioning; visual elements such as the brand’s color palette, typography and imagery; examples of branding in both print and digital applications so users can follow established standards when creating new materials; and information on use of the NorPro logo.
One important part of the project was the work to define the look of the NorPro logo in relation to the Saint-Gobain logo. With clear guidelines in place, this branding format is a key element used in marketing materials, such as letterhead, business cards and presentation templates and all promotional materials.
“The spacing, text and color choices are important to show consistency of our logo wherever it is used and to align our logo with other Saint-Gobain businesses who also use this design,” said Jen Czerepinski, Marketing & Sustainability Manager, Saint-Gobain NorPro.
The Design Edge Difference
With the branding and design expertise of The Design Edge, NorPro now has a brand manual that acts as the singular point of reference for all marketing and promotional materials. The manual ensures internal and external team members can stay true to the NorPro brand so the company delivers a clear, consistent brand to the global marketplace.
“It was effortless to work with The Design Edge team. In the beginning we provided a detailed request along with the supporting Saint-Gobain Brand Book. Regular meetings and milestones were set to ensure we completed the project on time. This included time to make edits and changes as the document was developed,” said Czerepinski. “The Design Edge met the challenge and we are thrilled with the result.”
To stand apart from the competition, add the Design Edge to your team.