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Case: Cardinal Health 2003


2003


1994
THE STORY

Bob Walter had founded Cardinal Distribution, a food wholesaler, in 1971; but it grew faster in drug and medical supplies distribution and in 1994, Walter changed the name to Cardinal Health. Then in the next ten years, Cardinal Health made some forty acquisitions (including such equities as R.P. Scherer, Pyxis and Allegiance).

But Bob Walter was frustrated - the brand wasn't getting credit for the scale and expertise these acquisitions added. Today the company has 50,000 employees in 22 countries and is "the largest provider of health care products and services in the world." But to reach the next level, and benefit from synergies, employees would need to learn to collaborate and to cross-sell. Clearly, it was time to rebrand.

It's remarkable, and very special, to see a founder-CEO spearheading a redesign like this... rather than guarding his beloved 'birdhead.' The new brandmark brings a stronger, more coherent companywide focus, plus a renewed sense of dynamic contemporary relevance. "Today, our worldwide brand is launched, uniting all employees under a single name - Cardinal Health." That's an act of leadership.  Tony Spaeth


CREDITS

Design by Enterprise IG, directed by Scott Lehrman 


CASE INFO

Submitted by: Tony Spaeth, 30/11/2006
Status: Estimated by Tony Spaeth
Category: Food & Drug Retailers
Country (HQ): United States


MATRIX DATA

DRIVERS

  

TOOLS

Strategic driver: 100%   
Broaden scope/scale/visibility
  Enhance size perception		 25%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Palette
    x  Change event : High visibility: Campaign
Change internal culture
  Enhance pride & confidence		 15%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : High visibility: Campaign
Change internal culture
  Transfer affiliation from unit to parent		 20%  x  Identity system elements: Verbal elements: Principal unit names or competence list
    x  Identity system elements: Verbal elements: Tag lines
    x  Identity system elements: Unit signature system: Monolithic
    x  Situation facts: Subcorporate facts: Defining units
    x  Change event : High visibility: Campaign
Change expressed personality
  Renew/refresh public image		 20%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Palette
    x  Change event : High visibility: Campaign
Change perceived composition
  Modify parental 'umbrella' presence		 20%  x  Identity system elements: Verbal elements: Tag lines
    x  Identity system elements: Unit signature system: Monolithic