1. Group Business Development May 2016
Visual Identity Refresh

2. Contents The brand audit
A touch of ‘orange’ and the new brand elements
New visual identity in action, and examples
Group messaging
The Brand Portal
What impacts GBD
Next steps and support available
GBD Brand Champions and Comms support
Questions

3. Brand audit 2015 The conclusions were:
We were inconsistent in our use of visual identity
We didn’t stand out from our competitors – there is a ‘sea of sameness’
Our colour palette was too broad
Our guidelines were too flexible
Use of CAPITAL LETTERS was too aggressive and difficult to read
Imagery, typeface and graphical elements were used inconsistently
We didn’t look like a technology-led defence engineering company

4. How we looked – consistently inconsistent

5. How we looked against the competition

6. How we want to look

7. How we want to look against the competition

8. Project Refresh Visual Identity
Objective: Build a modern tech-led and more consistent brand
Own a differentiating primary colour – “a touch of orange”
Consolidate secondary colours
Modernise typefaces and simplify how they are used
Work collaboratively across the business on this journey – over 100 people involved internationally
Produce more prescriptive guidelines
Support the business to provide great imagery
Consolidate design agencies to ensure greater consistency

9. New core elements

10. New visual identity in action

11. New visual identity in action
Applied Intelligence
“It’s not just security. It’s defence”

12. Group messaging
IW 6 pillars/strengths message
Take-out message / Headline
Supporting message / baseline bodycopy
We’re leaders in technology innovation
Pioneering solutions in a fast-changing world
We constantly push the limits of engineering innovation to anticipate and meet our customers’ current and future needs.
We’re strongly positioned with a broad portfolio and a diverse international business
Providing advanced defence and security solutions around the world
We provide advanced defence and security solutions across air, land, sea and cyberspace to customers around the world. Our international footprint allows us to work alongside our customers and partners.
Our highly skilled people take on some of our customers’ most complex challenges
Remarkable people doing work that matters
We are problem-solvers, inspired to create innovative solutions to our customers’ toughest challenges.
We develop skills and technology that fuel economic growth
Driving economic value through local partnerships
We transfer technology and skills to help build local capabilities and support economic development. That’s why we’re a trusted long-term partner to governments and commercial organisations around the world.
We’re agile in responding to change
Ready for any challenge
Our customers operate in a demanding, complex and dynamic world. We help them stay ahead with innovative solutions to their toughest challenges.
We’re an ethical and responsible partner
Embedding ethical behaviour across our business
We seek to maintain the highest standards to ensure the company is performance driven, but value led. That means thinking not just about what we do, but how we do it
Group messaging is being updated and will evolve during Q2/2016
A limited number of copywriters are being sourced and ultimately available for ad hoc requirements

13. Brand Portal
To find more information on the BAE Systems Visual Identity please go to the Brand Portal, available on the Global Intranet Home page via the ‘How we work’ tab or ‘Brand Portal’ quick link:

14. Exhibitions

15. Advertising Various publications, DefExpo 2016
Janes’ Asian special, DSA, April 2016
STEM, Oman, March 2016
Oman, March 2016

16. Event branding
Event bannerstands available to book, obtain artwork for local production or order prints/systems via the Brand Portal
Larger graphics available once group messaging has evolved

17. PowerPoint Available via the Brand Portal: PowerPoint templates:
Widescreen template set
Widescreen example pack
Standard template set
Standard example pack
The above packs will appear on PPT under ‘my templates’ shortly
PowerPoint toolkit support guide
WebEx training sessions
30 minute presentation/15 minute optional Q&A
WebEx training session quick video (7 minutes)
Hot tips:
Please review the PPT toolkit support guide
Start your presentations from the sets or packs
Avoid copying in whole slides, but do copy in slide content
Ensure appropriate security markings

18. Marketing Material

19. Next steps and support available
Q1/2 2016
Remainder 2016
Launch of Brand Portal on global intranet, including:
Brand guidelines
Template sets (on-going)
Company boilerplate
Logo downloads
Engagement with Functional Councils and key stakeholder groups
WebEx sessions to help people understand how to use the new PowerPoint templates
Corporate collateral in new visual identity e.g. company strategy, annual report and operational framework
Any new collateral or refreshes to incorporate new visual identity
Phased roll-out through 2016
All businesses and functions to be in line with new visual identity by year end (or have firm plans in place)
Regular feedback sessions with stakeholder groups, business and functions
Support available
Brand Portal – one-stop shop
Communications function
Global Brand Champions network
Approved creative agencies

20. Thank you Restrictions on use: BAE SYSTEMS PROPRIETARY
Unpublished Work Copyright 2016 BAE Systems. All rights reserved.
No export control restrictions.