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Case: Shipley Energy 2011
![]() 2011 ![]() Shipley Energy bore the image of a family-owned local heating oil company in rural York County, Pennsylvania. Its logo featured a helicopter, once used for emergency fuel deliveries (but no longer; four-wheel drive and snowmobiles are more cost-effective). Why rebrand? It's a textbook case of the use of identity change, by a leader, for purposes both strategic (85%) and functional (15%): Wolf's design solution features an abstract circular symbol plus a strong visual system, whose curved green forms evoke the rolling hills of Shipley country (see vehicle livery at www.identityworks.com.). The resulting visual impression is one of greater stature, and a more evident management presence. A new tagline, "Energy For Life," reinforces the company's broader promise. The launch event was an arena party for 400 employees and guests with film, music and an unveiling of three vehicles. In his thank you note to Wolf that evening, Bill Shipley said "The space was perfect, the lighting dramatic, the sound outstanding and the rolling back of the curtains made for a spectacular finish. There were ooohs and aaahs and cheering and …wow…the room was transformed by the performance." So too, let us hope, was the company. CREDITS Bob Wolf (Wolf Design Partners) with consultants Russell Völckmann and Patrick Ohlin CASE INFO Submitted by: Tony Spaeth, 28/01/2011 |
MATRIX DATA
DRIVERS | TOOLS | ||
Strategic driver: 85% | |||
Broaden scope/scale/visibility Remove limiting category association | 10% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Verbal elements: Tag lines | ||
Broaden scope/scale/visibility Remove limiting geographic association | 10% | x | Identifier tactics: Logo change: Symbol-dominant |
Broaden scope/scale/visibility Enhance size perception | 10% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Change event : Medium visibility: Launch event | ||
Broaden scope/scale/visibility Elevate public profile | 10% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Change event : Medium visibility: Launch event | ||
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: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Change event : Medium visibility: Launch event | ||
Change internal culture Refresh & redirect competitive energy | 15% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Change event : Medium visibility: Launch event | ||
Change expressed personality Renew/refresh public image | 10% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
Change perceived composition Modify parental 'umbrella' presence | 5% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
Functional driver: 15% | |||
Design weakness Increase visual strength/quality | 15% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||