A company’s brand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, and typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers….. Highways Traffic Management (HTM) didn’t have this!
The Idea to change came about 12 months ago when HTM were stood outside their office in Birmingham and a Traffic Management vehicle went passed. They couldn’t tell if the vehicle was one of theirs or not at that moment they realised if they couldn’t identify it how is anyone else supposed to.
So HTM began looking at everything ranging from their vehicles, Building signage, business cards, right through to their email signatures and nothing identified them to who they’re.
Marcus Casey, Business Development Manager at HTM, said:
“It came apparent that for many years we’ve added, chopped and changed various items within the business and one thing we never did was make sure it was brand identifiable.”
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HTM worked with local company to produce “brand guidelines”. It was from this they decided that it was a good time to refresh their logo. After the initial meeting with the team from ‘We are Adaptable’ based in Birmingham they were confident that they totally understood what HTM wanted and didn’t disappoint.
We are Adaptable sent HTM over a few ideas, some they thought were good and some not so good. However, HTM took their ideas and put it out to their operatives for a vote.
Marcus Casey, added:
“We believe in involving the workforce in these decisions as it’s these guys that are out there selling our company.”
The team from ‘We are Adaptable’ not only looked at their logo, but produced an image (they call the tyre tread) that could be used across the brand to really stand out and be identified.
Once HTM agreed their new logo it was then they had to start getting everything changed. HTM decided to use the date for the Seeing is Believing show at Bruntingthorpe to launch their new brand. After sourcing various giveaway items, leaflets, new stand and vehicle livery it was time to launch. They had great feedback over course of the event on the 9th-10th November with people saying how fresh and new the branding looks.
HTM are currently working on changing the logos on all of their vehicles, buildings and stationary with everything due to be complete by the end of 2016.
For more information please visit the HTM website.
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