The matrix

DRIVERS

TOOLS

Identifier tactics

The "identifier" is the communicative name, as expressed in logo form. So Identifer Tactics can include...
- name change ( and to what kind of name?)
- logo change (to primarily a wordmark, or symbol-dominated, and in either case, using which specific design strategy?)

Tools	Tactical options
Change of the institution's everyday communicative name (not just its formal name, like dropping a descriptor, or its legal name, like changing from Inc. to Corporation). Name change	New name is a real (dictionary) word... - Descriptive Music Corporation of America - Evocative Sprint - Arbitrary Apple - Imported (from another language) Fortis - Person, real or fictional Lincoln, Mercury - Place, real or fictional Corning Borrowed words New name is a newly-coined word... - Real-sounding Allegis, Invista, Assurant - Combination of words Mindspring - Abstract Kodak Created words New name is... - Abbreviation of old name(s) InBev - Initials BT - Acronym (pronounceable initials) NASA - Numerals 360 Abbreviations New name is one of the company's brands Sara Lee Corporation Brand
Replacement or redesign of the institution's visual signature. Logo change	Name itself is the primary focus. Can be... - All type - Type forming or contained in a shape Pfizer - Type plus an integrated graphic device or symbol Cargill, 2003 BASF, 2004 Cisco, 2006 Note: Where a symbol is locked in only one fixed relationship to a wordmark, as is Cisco's bridge symbol, the mark should usually be considered primarily a wordmark. Wordmark-dominant Graphic symbol plus a wordmark. - Figurative / pictorial Merrill Lynch's bull - Metaphoric France Telecom's "&" - Abstract Chase octogram - Monogram Motorola, GE, Unilever Note: The symbol may or may not be used independent of the wordmark, for example as a product emblem or to endorse business unit names. If both vertical and horizontal symbol-wordmark configurations are provided, the mark whould usually be considered symbol-dominant. Symbol-dominant