Id Alert 0904 Method Branding

NEW IDENTITY ALERT page 2

April 2009

Among the brand identities featured this month Is this the correct strategy? It is hard to find
are FICO, Fiserv, StoneRiver, Axiata, OnLive, Gubb a compelling rationale for such a move. Virtually
& Ellis, GLOBALFOUNDRIES, Intact Insurance, and every reason that would compel a company to
the province of Alberta. rebrand would also make it try to communicate
this as widely as possible.
This issue also marks the fifth anniversary of
New Identity Alert. This is the 33rd issue and over There are basically four reasons most corporate
360 brand identities have been featured (see the brand identities are created. One reason is that
list towards the back of this issue). Some brands there has been a merger or major acquisition;
have been featured more than once, mainly due a subsidiary or business unit is divested; a new
to mergers. Xerox, for example, has been featured start-up or joint venture is launched; or there has
twice since it has had two changes to its brand been a major change in the direction or focus of
identity in the last five years. the company. Each one of these reasons warrants
the company to explain to its stakeholders why
Not surprisingly, a number of the companies they have (re)branded, and what the brand means.
featured no longer exist, or they have changed, as
a result of mergers, or spin-off. Axiata, which is In the end, the colour of the symbol or style of
featured in this issue, “demerged” from TM, which the logotype is not the story. What the company
was featured in the June 2005 issue. stands for and what, if anything, has changed or
is changing in the company’s behavior – these are
Reviewing all the past issues, there were no the issues which need to be communicated. Even
surprises. Some of the trends noted in past issues if the brand identity has just evolved, it behooves
are quite visible, such as spin-offs from large the company to let its stakeholders know what
global (and well branded) companies adopting has, and what has not changed.
amateurish brand identities.
Finding these brand identities and writing about
There were, no doubt, interesting brand them continues to be a tremendous learning
identities launched in the past five years and have experience. It will be fascinating to explore and
not been featured. One reason for missing them find the next 360 brand identities.
is that some companies decide to launch brand
identities without issuing a press release and
attempt to keep the new brand identity out of the
public limelight.

NEW IDENTITY ALERT An occasional survey of new corporate brand page 3
identities compiled from on-line news sources
April 2009
by Method Branding.

F I CO Fair Isaac, the company that has created a
leading credit score system, has changed its name
in March to FICO™, the name of its credit rating.
With its head office in Minneapolis, FICO also has
offices in Japan, China, Australia, Singapore, the
UK and Brazil to serve its customers in over 80
countries. Its credit rating products and services
are said to “increase customer loyalty and profit- OLD BR AND iDeNtit y
ability, cut fraud losses, manage credit risk, meet
regulatory and competitive demands, and rapidly
build market share” and are used by many of the
leading banks, insurance companies, and retailers
around the world.

Comment Considering the business they are
in, this is a very appropriate wordmark. Sombre
colour and straightforward typography are the
correct elements for this company. FICO is not
responsible for the economic turmoil, but it is
very much involved in the efforts of financial
institutions to overcome the challenges (a kind
word) that they are faced with. Solid, no nonsense
for FICO is good, and is better than the Fair Isaac
look. The name change also makes sense, given
the strength of the myFICO brand. One wonders,
though, having adopted the FICO name, why the
myFICO wordmark has not been updated to be
consistent with the corporate wordmark. The other
question is why they have decided to maintain
Fair Isaac as the legal name of the company? No
rationale for this decision was found on their site.
Still, this is a well done brand identity.

fico.com

April 2009
by Method Branding.

F I s E R v This “world leader in information
management and e-commerce systems for finan-
cial services” unveiled its new brand identity in
February. Fiserv also announced all of its products
and services would be adopting the Fiserv name.
Fiserv specializes in transactional technology
solutions, such as products and services for online
banking, electronic billing and payment, account OLD BR AND iDeNtit y
processing, data warehousing, card manufacturing
and personalization services, high-volume laser
printing and electronic document distribution and
archiving. Based in Brookfield, Wisconsin, Fiserv
is a Fortune 500 company and states it has 20,000
employees in 250 locations worldwide, with over
18,000 customers.

Comment The new wordmark is better than
the old one. But how good is it? Compared to the
FICO wordmark, the new Fiserv wordmark looks
solid, but it also looks dated even if it is in orange,
a colour in vogue for the past couple of years. For
a six character name (including the letter i) the
lettering style could have been less condensed,
giving the name more breadth, even if it meant
losing some of the verticality of the wordmark.
There is not much excitement in the new word-
mark. One only has to look at the brand identity
for StoneRiver, a spin-off from Fiserv (see next
page) to see the possibilities of what could have
been. Even if it did not have a symbol, the new
brand identity would certainly have benefitted
from something more than simply a period
following the name.

fiserv.com

April 2009
by Method Branding.

s TO N E R I v E R Following the sale of Fiserv
Insurance Solutions to a private equity firm, the
company’s new name and brand identity was
launched at the same time as former parent Fiserv
launched its own brand identity at the beginning
of March. StoneRiver provides software and
processing solutions to the insurance industry,
from insurance companies, agents and brokers to OLD BR AND iDeNtit y
pharmacies. Based in Brookfield, Wisconsin,
StoneRiver has offices across the United States.

Comment Is it coincidence that the name of
the company that manages the equity fund that
made the acquisition is Stone Point Capital (the
brand identities do not look alike)? While it is not
clear why the name StoneRiver was selected,
it is nonetheless a strong, evocative name. The
symbol with its overall shape and internal shapes
accentuate the meaning of the name. The result
is a brand identity that retains whatever brand
equity it had with Fiserv being blue, and yet
created a warm, friendly look with blue and grey:
something one would not expect. The logotype is
also very legible, a marked improvement over the
old Fiserv. The interesting question, now, of
course is which is more successful: the new Fiserv
or StoneRiver brand identity? While the new Fiserv
web site is stronger than StoneRiver’s, and without
being privy to what transpired in both board-
rooms, the StoneRiver symbol and logotype have
more subjective appeal.

stoneriver.com

April 2009
by Method Branding.

G LO B A L F O U N D R I E s AMD and the
Advanced Technology Investment Company (ATIC)
announced at the beginning of March the launch
of their joint venture, GLOBALFOUNDRIES, a
semiconductor manufacturing company. The
company will provide AMD with manufacturing, as
well as offer services to third-party customers.
The company is headquartered in Silicon Valley’s PAReNt BR AND iDeNtities
Sunnyvale with facilities in New York state, Texas
and Germany.

Comment At first glance, the digital globe and
logotype is attractive. The globe is expertly
rendered, with gradients in all the small dots
which vary in size and shape according to their
position on the globe (see the detail to the lower
right). However, with the lettering style for the De tAiL
logotype, one is reminded of Arthur Andersen,
the global accounting firm that collapsed in
disgrace following the Enron debacle. Granted,
these are different industries, but why draw the
inevitable comparison? If they had opted for a
different colour palette, with a different lettering
style, they would have landed in a much
better place.

Also confounding is why the company uses
GLOBALFOUNDRIES in capital letters in the text
of its communications. GlobalFoundries in upper
and lowercase letters is much easier to read. Just
as logotypes in lowercase letters should not be set
in lowercase in text, it is also absurd to write the
company name in capitals letter in text, just
because that’s the way it appears in the logotype
(the exception being acronyms).

globalfoundries.com

April 2009
by Method Branding.

A x I ATA Following its “demerger” from TM
in April 2008, Axiata launched its new name and
brand identity at the beginning of April. The
company is a key telecommunications company
in several Asian countries, including Malaysia,
Indonesia, Sri Lanka, Bangladesh, Cambodia,
India, Singapore, Thailand, Pakistan and Iran.
Some of the mobile brand names it operates under OLD BR AND iDeNtit y
include Celcom, XL, Dialog, AKTEL, HELLO, Idea,
Spice M1 and MTCE. Based in Malaysia and with
over 25,000 employees, Axiata claims it has close
to 90 million mobile subscribers in Asia.

Comment This is a reasonably well executed
brand identity. One can tell by the care that was
taken to align the symbol’s longest vertical to the
edge of the last letter a, and how the angle on the
letter t aligns to the diagonal of the symbol. The
symbol itself is fine, but not inspirational, ground-
breaking or even striking. The bird-like symbol for
TM is a more exciting icon.

It is noteworthy that even though Axiata “de-
merged” from TM, it was somehow still compelled
to stay within the TM colour palette. The symbols
are in the same colour range and the logotypes are
virtually the identical blue. The characters also
mimic the TM logotype, with the “shoulders” of
the x and t also curved. It really seems that Axiata
did not want to stray too far from its former parent.

axiata.com

April 2009
by Method Branding.

O N L I v E A new company was launched the
third week of March, after seven years of “stealth”
development. OnLive is “a revolutionary, on
demand video game platform delivering the latest
and most advanced games instantly, on any TV via
a sleek, inexpensive MicroConsole, or on almost
any PC or Mac.” Many games from the leading
video game companies will be offered, including
games from Electronic Arts, Ubisoft, Take-Two
Interactive Software, Warner Bros. Interactive
Entertainment, THQ Inc., Epic Games, Eidos, Atari
Interactive and Codemasters. Based in Palo Alto,
CA, OnLive was founded by Steve Perlman,
credited on the OnLive web site as the inventor of
QuickTime, WebTV and as holding over 80 US
patents. The OnLive Game Service is expected to
launch later this year.

Comment Though the symbol is hardly a unique,
original concept (see Grant Thornton, New Identity
Alert, April 2008) this is still a well done brand
identity. The Mobius loop idea is certainly appro-
priate, given the core idea that video games can
be played from existing televisions or computers
without having to invest every few years in new
game consoles. This is yet another orange brand
identity, though the colour that appears to be on
the web site is subjectively more interesting
than the copper symbol colour used on a white
background. The logotype is reasonably contem-
porary and in general this brand identity is
corporate and straightforward. One has to think
this is a deliberate decision which will give
the video games, with their decidedly more
aggressive looks, more “visual” space.

onlive.com

April 2009
by Method Branding.

I N TA C T I N s U R A N CE With the close of
the sale of its home, auto and business insurance
subsidiary, ING Canada announced in late
February that the subsidiary was changing its
name and brand identity to Intact Insurance
Company. Following the approval of the name
change by its shareholders, the holding company
ING Canada Inc., will be renamed Intact Financial OLD BR AND iDeNtit y
Corporation. ING Canada claims it is one of the
60 largest Canadian publicly-traded companies,
and Intact Insurance is the largest insurance
company in the country. Based in Toronto, the
company has 6,700 employees offering insurance
under the Intact Insurance, belairdirect and Grey
Power brands.

Comment The President and CEO of ING Canada
was quoted as saying, “We have the unique
opportunity to launch a new brand that speaks to
what consumers are looking for from an insurance
company, and a brand that reinforces our custom-
er orientation.” This is then a missed opportunity.
One wonders how they could go from the regal
(and quirky) lion symbol to this amateurish word-
mark. With financial institutions in trouble around
the world (granted Canada’s financial institutions
have escaped the calamities of their international
peers), this is not a brand identity that instills
confidence in the management of the company.
Were they told by their advertising agency or
branding firm that this wordmark gives them a
youthful, edgy look? What could have been the
rational given for this? Or did the company just
hand this to one of their internal desktop
designers who had no idea what they doing?

intactinsurance.com

April 2009
by Method Branding.

T E N AYA C A p I TA L The venture capital unit
of Lehman Brothers was sold off to an investment
group that includes managers of the business.
Founded in 1995 as Lehman Brothers Venture
Partners, the company has raised over $1 billion,
investing in a wide range of high-growth technol-
ogy companies including software, consumer
Internet, communications, semiconductors, OLD BR AND iDeNtit y
electronics, and cleantech. Tenaya Capital has
offices in Menlo Park, California, and Boston,
Massachusetts.

Comment There is something appealing in
the hand drawn pine tree as the symbol for this
venture capital firm that claims to be “Partners
in Growth.” It takes the brand identity away from
the formality of the Lehman Brothers wordmark.
It’s unfortunate though that the logotype is not as
successful. The word Tenaya is just big and bold,
with no finesse and the word Capital virtually
disapears given the light weight of the characters
and the colour it’s in. There will be more new
brand identities that are born as a result of these
troubled times. Given that the demise of firms
such as Lehman Brothers has a significant impact
beyond those immediately affected, (employees,
shareholders, customers, suppliers, etc.), we
should hope that other brands to be created from
this mess will be more successful, both in terms
of their brand identities and of their success in
the marketplace.

tenayacapital.com

April 2009
by Method Branding.

T I E TO Late last year this Finnish-based IT
company launched its new brand identity,
shortening its name to Tieto. Founded in 1968
as Tietotehdas, it merged in 1999 and became
TietoEnator. With about 16,000 employees,
Tieto operates on 30 countries around the world,
though its principal markets are the Northern
European countries and Russia. OLD BR AND iDeNtit y

Comment In the launch press release, Hannu
Syrjälä, the company CEO is quoted as stating,
“A new and unified brand is a visible sign of the
changes in our company. The new name is short,
simple, and reflects our sharper focus and the
idea of ‘less is more.’” Well, the name has been
shortened, but what happened to the idea of less
is more? Why create a brand identity that has
several colour options, plus a reverse look that
uses bands of colour tone? Less is more does not
translate to a complicated brand identity system.
Even with that, the new brand mark does not
“reflect a sharper focus.” One reads the name out
of the “shadow”, not the characters themselves,
which are white. The look generally feels dated,
with its type treatment looking like it was created
in the 1970s. For a company with global ambitions
and working in a field that is reinventing itself at
an ever-faster pace, a brand identity more focused
and innovative would have served it better.

tieto.com

April 2009
by Method Branding.

G R U B B & E L L I s In the middle of March,
this global commercial real estate company
launched its new brand identity. Grubb & Ellis
states it is one of the largest and most respected
commercial real estate services and investment
companies, with more than 130 owned and
affiliate offices worldwide, offering property
owners, corporate occupants and investors OLD BR AND iDeNtit y
comprehensive integrated real estate solutions,
including transaction, management, consulting
and investment advisory services supported by
proprietary market research and extensive local
market expertise. Based in Santa Ana, CA, they
also claim to currently manage a portfolio of more
than 225 million square feet of real estate.

Comment This is a definite improvement over
the previous brand identity. The symbol is much
better, with the “bridge symboliz(ing) how
Grubb & Ellis connects the needs of clients with
the various real estate services and investment
programs the firm provides.” The bridge is simple,
and yet has a real sense of movement; of “getting
from here to there.” The logotype is also a definite
improvement. It is very legible, contemporary,
yet is also timeless and has more gravitas than the
old logotype. The use of yellow and black main-
tains the equity built by the old brand identity, and
here again, the new yellow is better than the pale
colour used before. The only criticism is the use of
their tag lines, locked up to the brand identity. The
result would have been a stronger brand identity
had the tag line not been tucked in so close to
the name.

grubb-ellis.com

April 2009
by Method Branding.

A L B E RTA This western Canadian province
launched its new brand identity in late March.
In addition to a script wordmark, they have also
launched a brand identity system for all the
provincial government ministries and depart-
ments. With a population of over 3.5 million,
Alberta has had a strong economy based on oil
and gas (with the tar sands oil fields in Northern OLD BR AND iDeNtit y
Alberta), as well as tourism, farming and ranching.
The province claims its emerging economic base
is in such areas as nanotechnology, biotechnol-
ogy, pharmaceuticals, and software development.

The new Alberta brand highlights open,
aspirational, dynamic, strong and genuine as its
attributes. The core idea (and the tag line derived
from it) is The freedom to create and the spirit the OtheR OPtiONs ALBeRtA GOveRNmeNt miNistRies

to achieve.

Comment It was interesting to review the
documents posted by the Alberta government
relating to the creation of this new brand. Of
particular interest were the market research
reports of the testing of the various marks that
had been developed. Not surprisingly, the option
that was adopted for the Alberta brand identity
scored the highest. What was surprising was that
the second and third favourite option were
eliminated from the final round of testing (the top
two options to the right). And no surprise, the
preferred option was preferred significantly over
the other two final options. Why they tested the
preferred option against the least favourite
alternatives was information that was not found
(or made public).

(See next page)

April 2009
by Method Branding.

Still, the hand-lettered script is well done and
appealing. The square at the end varies in colour,
and is an obvious link to the brand identity system
developed for the government ministries and
departments. While it is understandable that the
latter is relatively generic in look, so it does not
conflict with the wordmark, the square makes no
sense. It does not add anything to either the script
wordmark or to the dozens of government
brand signatures.

They could have easily used another simple shape
to link the wordmark to the ministry signatures.
For example, the official flower of Alberta is the
wild rose. A simple shape based on the rose would
have been a more meaningful option than a
generic square.

There is also much to commend about this brand
identity, including some spectacular images that
have been used in the Alberta Brand book and
web site. These photographs are not just of
breathtaking vistas in the Rockies, but cover a
variety of subjects.* Overall, there is much to
commend, just that “darn” square…

(See next page)

April 2009
by Method Branding.

* It has just been revealed (to much ridicule in
Canada and Great Britain) that one of the images
is not from Alberta, but from a beach near
Bamburgh Castle in Northumberland, U.K. (see the
page from the Alberta brand book and an ad to the
right). The Alberta Minister of Tourism apparently
first told reporters her department had nothing to
do with the rebranding campaign, that it was done
by an Edmonton public relations firm.

Since then, the Alberta government has
apologized, posting on its blog an explanation,
saying: “At one point in the narrative we men-
tioned our regard for people in other places, and
in that place we used the only image that did not
come from Alberta. Intentionally.”

“Then we screwed up… We took images from
the narrative, and used them as standalone still
pictures on our website. And along the line, we
grabbed that one, solitary image that was not
from Alberta and added our nifty new
‘Alberta’ signature.”

“We’re sorry.”

Sure, this image clearly communicates that Alberta
cares about the rest of the world? One wonders, in
that case, what their definition is of the world. This
was poorly thought through and executed.

alberta.ca
albertabrand.com
alberta.ca/blog/home.cfm

April 2009
by Method Branding.

L I v E R p O O L The British city, familiar
around the world as the birthplace of the Beatles,
launched its new brand identity at the end of
March. The brand is part of a 15-year vision to
improve the lives of every resident. This includes
efforts in increasing employment creation;
increasing the city’s population by building more
family homes; making Liverpool one of the OtheR BR AND iDeNtities
cleanest, greenest and safest cities in the UK; to
improving the health of every resident by reducing
levels of obesity and the number of people
smoking. The new brand identity is intended to
promote Liverpool around the world.

Comment As with Alberta, Liverpool uses a
hand-lettering script for its name, which gives the
brand identity a human, friendly look. However,
this brand identity is a puzzle. First, it is an
imitation of the brand identity they had to mark
Liverpool as the “European Capital of Culture”
in 2008. Second, featuring what one has to
presume is the Liverpool skyline does not make
sense for a brand identity that is targeting stake-
holders around the world. It is meaningless. To
further confuse matters, the brand signature is
used in a wide variety of colours. While one could
not expect the city to use the likeness of the
Beatles for their brand identity, there are many
options that they could have used to align them-
selves with the emotions and visual language that
is evoked by the Beatles, and still have something
that is unique to Liverpool and is visually fresh
and contemporary.

liverpool.gov.uk
liverpoolcitybrand.com

April 2009
by Method Branding.

L I sT O F B R A N D I D E N T I T I E s Alliance Boots Oct 2006 Better Place Sep 2008 Ceva Logistics Dec 2006
F E AT U R E D As stated earlier, this Alltel May 2005 Bharti Nov 2008 CFA Institute Jun 2004
issue marks the fifth anniversary
ALM Feb 2005 Bladex Sep 2004 Chemtura Sep 2005
of this newsletter. Below, and on the
next three pages, is a list of all the Amegy Bank Mar 2005 Blue Run Ventures Mar 2005 Chevron Jun 2005

brands that have been featured so America Online Dec 2004 BNSF Mar 2005 Chorus Feb 2008
far in New Identity Alert. We hope American Medical Bombay Stock Exchange Oct 2005 Chrysler Oct 2007
that you have found the newsletters Association Sep 2005
Booz & Company Jul 2008 Ciena Dec 2004
interesting and topical. Ameriprise Financial Jun 2005
Bosch Group May 2005 CIMB Group Oct 2006
April 2004-April 2009 Anheuser-Busch InBev Nov 2008
Boys Town Dec 2007 Cingular Dec 2004
ArcelorMittal Jul 2007
AARP Feb 2007 Bravo Mar 2005 Cinterion Jul 2008

Abelica Global Dec 2007
ASBBank May 2005
Abitibi Bowater Dec 2007 Brocade Feb 2007 Cisco Oct 2006
Assurant Apr 2004
Access Dec 2006 BRP Sep 2004 Citigroup Feb 2007
AT&T Jan 2006
A-Channel Sep 2005 BSG Feb 2006 Citroën Feb 2009
Atlanta Nov 2005
AEP Networks Mar 2005 Clear Source Mar 2005
Avago Technologies Jan 2006
Aeroplan Jun 2004 CA Jan 2006 CNIB Jul 2006
Avanquest Feb 2007
Aéroports de Paris Sep 2005 Cambria Suites Mar 2005 CNW Goup Mar 2005
Aveos Nov 2008
AfghanMark Feb 2007 Canadian Institute of Colonial Life Feb 2008
Avis Budget Group Oct 2006 Chartered Accountants Oct 2007
Aflac Feb 2005 Comfort Inn Mar 2005
Axiata Apr 2009 Canwest Feb 2008
Connex Feb 2005
Azingo Feb 2008 Capgemini May 2004
AGC Feb 2007 Cooper Tires Nov 2005
Capital One Feb 2008
Agility Dec 2006
Baird Dec 2006 Cardiac Science Apr 2008
Air Canada Dec 2004 Cornell University Dec 2004
BASF May 2004 Carestream Health May 2007
Air France Feb 2009 Covidien Jul 2007
Baskin Robbins Nov 2005 Caribbean Airlines Dec 2006
Air Mauritius Feb 2009 CRA International Jun 2005
Bausch & Lomb May 2004 Cartus Apr 2006
Aker Solutions Apr 2008 Credit Suisse Jul 2005
Belden Oct 2006
AkzoNobel Jul 2008 CSC Nov 2008
Belfast Sep 2008 CCTA Oct 2004
Alberta Apr 2009 Current TV Sep 2005
Bell Canada Sep 2008 Ceridian May 2004
Alcatel-Lucent Dec 2006 Cybertrust Feb 2006

April 2009
by Method Branding.

Daiichi-Sankyo Oct 2005 Fiat Group Nov 2005 Habitat for Humanity Jun 2005 JDSU Oct 2005
Daimler Oct 2007 FICO Apr 2009 Hancook May 2004 Jockey Jul 2006
Days Inn May 2007 Fido Nov 2008 Hanwha Dec 2006 Johnson Controls Oct 2007
DC Comics Jun 2005 FIFA World Cup Jul 2006 Harland Clarke Apr 2008
Delta Air Lines May 2007 Fiserv Apr 2009 Helio Nov 2005 Kayak Feb 2006
Deluxe Apr 2008 Free Library of Philadelphia Oct 2005 Hexion Jun 2005 KerrMcGee Feb 2006
DetNorske Jul 2008 Fujifilm Oct 2006 Holiday Inn Dec 2007 Kikkoman Jul 2008
DG3 Feb 2008 Gavilon Apr 2008 Holland+Knight Oct 2004 Kmart Sep 2004
Dijji Jan 2006 GE Jun 2004 Hotpoint Jun 2004 Kodak Feb 2006
DMA Nov 2005 Gennum Apr 2008 Huawei Jul 2006 KPN Apr 2006
Kraft Foods Feb 2009
Docdata Apr 2008 Genpact Oct 2005 ICE Feb 2006 Kraton Jul 2006
Dr. Pepper Snapple Jul 2008 Genworth Sep 2004 Idearc Dec 2006 Kruger Dec 2006
GeoEye Feb 2006 IdenTrust Apr 2006 Kumho Asiana Apr 2006
Econolodge Sep 2008 Glitnir Apr 2006 IFRA Feb 2008 KYB Nov 2005
EDF Sep 2005 GLOBALFOUNDRIES Apr 2009 InBev Dec 2004
Elektrobit Jul 2007 Global TV Jan 2006 Independence Air May 2004 Lanxess Mar 2005
Embarq Feb 2006 GO Jul 2007 Industrial Alliance May 2007 Laureate Jun 2004
Emdeon Sep 2005 Golden Telecom Dec 2006 Inegrys May 2007 LedgeNet Feb 2008
Emergis Feb 2005 Google Sep 2004 Innospec Jul 2006 Lime Sep 2005
EQT Feb 2009 Grand & Toy Feb 2007 Innovene May 2005 Linspire Oct 2004
Ersol Jul 2007 Liverpool Apr 2009
Eurail Dec 2007 Grant Thornton Apr 2008 Intact Insurance Apr 2009 Logica Apr 2008
Europ Assistance Jan 2006 Group 4 Securicor Sep 2005 Intel Jan 2006 London 2012 Jul 2007
Group NBT Mar 2005 International Business LoyaltyOne Sep 2008
Leaders Forum May 2007
Exensys Oct 2005 Groupe Aeroplan Sep 2008
Intuit Jul 2008
Experian Dec 2007 Grubb & Ellis Apr 2009 LPGA Oct 2007
I-play May 2005
FedEx Kinko’s May 2004 GS Holdings Apr 2005 LS Cable Apr 2005
GS1 Mar 2005 Luminant Energy Jul 2007

April 2009
by Method Branding.

LV= Jul 2007 NASDAQ OMX Apr 2008 Oslo Jul 2005 Qantas Oct 2007
LycoRed Feb 2006 National Honey Board Mar 2005 Oslo Børs VPS Sep 2008 Quark Apr 2006
National Jewish Health Sep 2008 OTP Bank Feb 2007 Quark Oct 2005
MAN Oct 2004 National Sep 11 Memorial & Museum at OZ Sep 2008
the World Trade Center Oct 2007
Manpower Apr 2006 RCN May 2005
National Starch Mar 2005
Manroland Jul 2008 Pacnet Feb 2008 Realogy Apr 2006
Navilyst Medical Sep 2008
MasterCard Worldwide Oct 2006 Palm Sep 2005 Reckitt Benskiser Feb 2009
NBC Universal Jun 2004
MBNA Mar 2005 Pantone Dec 2006 Red Bee Nov 2005
NEI Apr 2008
McMillan Jul 2008 Parallels Dec 2007 Reynaers Aluminium May 2007
NetApp Apr 2008
MedAvant Jan 2006 Payless ShoeSource Oct 2006 Ricoh Jun 2005
NewPage Sep 2005
Mega Jul 2006 PDL BioPharma Feb 2006 Rogers Centre Mar 2005
Memorex Nov 2008 Peel District School Board Oct 2005 ROHM Semiconductor Feb 2009
Nielsen Feb 2007
Mentum Oct 2007 Pepsi Feb 2009 RSA Apr 2008
NIK Software Apr 2006
PGA Feb 2008
Nokia Siemens Networks May 2007
Meridian Credit Union May 2005 PGI Nov 2008 SAB Sep 2004
Norway Post Nov 2008
Migros Bank Feb 2006 Safeway May 2005
Nova Scotia Apr 2005
MillerCoors Sep 2008 Philips Sep 2008 Safran Apr 2005
Novelis Feb 2005
Mitsubishi UFJ Mar 2005 Pironet NDH Apr 2005 Samy-Sega Sep 2004
NTT DoCoMo Apr 2008
Mittal Feb 2005 Pittsburgh Glass Works Sep 2008 Sanofi-Aventis Oct 2004
Nuance Nov 2005
Mobile 365 Oct 2004 Plantronics Sep 2005 Sears Oct 2004
Nulogx Apr 2006
Molson Coors Mar 2005 Poet May 2007 Shriners Hospitals
NV Energy Nov 2008 for Children Dec 2007
Morrisons May 2007 Power Stream Sep 2004
NXP Oct 2006 SK Nov 2005
Mosaic Oct 2004 PPR Mar 2005
NYC2012 May 2004 SNCF May 2005
Movenpick Dec 2004 Prague Stock Exchange Nov 2005
Sodexo Feb 2008
Preferred Hotel Group Jun 2005
OLG Jul 2006
Movistar May 2005 (Product) Red Feb 2006
OnLive Apr 2009
MTV2 Mar 2005 Prysmian Nov 2005
openreach Oct 2005
MWV Apr 2008
Oreco Apr 2005

April 2009
by Method Branding.

Sofitel Dec 2007 Tenaya Captial Apr 2009 Unum May 2007 Xerox Feb 2008
Sony Ericsson Oct 2006 The Bank of New York Mar 2005 USAid Feb 2005 Xerox Oct 2004
SourceMedia Apr 2005 The Bank of New York Mellon Oct 2007
Southern LINC Mar 2005 The CW Oct 2006 VakifBank Sep 2008 Yellow Pages Association Dec 2004
Spectrum Brands Mar 2005 The New School Sep 2005 Vale Dec 2007 Yogen Früs Apr 2008
Spice Telecom Jan 2006 The Paley Center for Media Jul 2007 Valeo Oct 2004
Spirit Areosystems Sep 2005 The Standard Apr 2005 Vallent Mar 2005 Zune Oct 2006
Sprint Jul 2005 Thomson Reuters Apr 2008 Vancouver 2010 May 2005
St Paul Travelers May 2004 Thomson Jul 2006 Vauxhall Jul 2008
St. Jude Medical Jul 2008 Teito Apr 2009 Veolia Environnement Jan 2006
Visa Apr 2005
StoneRiver Apr 2009 TM Jun 2005 Visiqor Dec 2004
Suntrust May 2005 Tomorrow Jul 2007 Visit London Apr 2004
Super 8 Sep 2008 Tourism Toronto Jul 2005
Susan G. Komen for the Cure Feb 2007 Tourism Vancouver May 2005 Vistec Jul 2006
Swiss Life May 2004 Tourism Victoria, BC Apr 2006 Viterra Oct 2007
Swisscom Dec 2007 Towers Perrin Sep 2004 Vivendi Jul 2006
Symbion Health Jan 2006 Transat Sep 2004 Voca Dec 2004
Symetra Sep 2004 Travelers May 2007 Vodafone Nov 2005
Syniverse Apr 2004 Travelocity Apr 2004
Sysco Nov 2008 Travelport Oct 2006 Walmart Jul 2008
Western Digital Dec 2004
2ergo Jul 2008 True May 2004 Westnet Oct 2005
3SY Feb 2006 TW Telecom Apr 2008 Windstream Communications Jul 2006
TAP Portugal Apr 2005 Tyco Electronics Jul 2007 Wolters Kluwer Apr 2005
TBS Jun 2004 WORLDHOTELS Mar 2005
Telenor Apr 2006 UDR May 2007 WorldSpace Feb 2006
Telent Feb 2006 Unilever Jun 2004 Wyndham Worldwide Apr 2006
Teridian Oct 2005 United Way Sep 2004

April 2009
by Method Branding.

Please contact us if you have any comments about ABOUT METhOD BRANDING
the corporate brand identities featured in this A design firm with extensive experience, we
issue, or if you wish to alert us to new identities work with a wide variety of clients including
that have been just launched or are about to be corporations, government agencies, not-for-profit
launched. We also welcome receiving the names organizations, start-up companies and others.
and e-mail addresses of anyone you think would
be interested in receiving this newsletter. We work collaboratively with other communication
agencies and firms, and collaboratively with our
And if you have a branding challenge, we would clients, to create compelling solutions. The brands
of course be pleased to meet you and discuss how and branded communications (brochures, annual
your brand can be effectively leveraged to its reports, etc.) we create endure and build value.
maximum potential. Bringing together the science and art of branding,
our solutions are engineered to elicit the desired
responses from stakeholders, building maximum
brand value for our clients.

methodbranding.com info@methodbranding.com

Philip Unger
President and Creative Director

366 Adelaide Street W.
Suite 207
Toronto, Ontario
Canada M5V 1R9

416.597.1114 tel
416.596.0807 fax

Thank you to Jim Hynes for his proofreading Note: The brand identities and trademarks in this
and wise counsel. document are the property of their respective owners.
They are used here solely for information purposes.
jameshynes@rogers.com
© Method Branding, 2008

Id Alert 0904 Method Branding

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