DeBOlDWe won't restDiebold Corporate Identity and Brand Standards Manual
DEBOLDWelcomelTableofContents,Wewon'trest.WelcometoDiebold'sCorporate,As aghoballeaderin providing integratedWelcome/TableofContentsldentity and Brand Standards Manul,self-service and security solutions, DieboldWhat is a Brand?Brandimplementation principleshas built a reputation for being the companythat won't rest until we've me asurably impactediebold'sBrancthe businessesof our customers anddeliahtedwe standforconvevsthebeliafeandorincinlaupon which we operate and serves as orcorporatebrand hasadapted to furtherbuildupon and orotedour reputation.Aswitha variety of audienconsistent application of this crucial to maintaining IThis manual contains auidelines. rules and2222examples for upholding the brandthroughoutmaketing communications.Evary Dieboldasso ciate is responsible for ensuring thematerials produced under their supervision20adhere to these standardas. TheGlobal9Q30.31,32Communications Division can provide experand authoritative assistance onapplicationsrequiring further detal,.37,38.39,40,41
DEBOLDWhat is a Brand?- Brand implementation principlesWewon'trestWhat isa brand?Brand implementation principles,The fivemetrics of a strongbrand"Aproductismade in afactory;In order to translate the brandidea intoThe brand-asidea, promise anda brand ismadein the mind."a coherent experience and tovindicateexprience-must flilfive standards.itspromiseWalterLandor1.Itmustberelevanttoareal orprojectedhe meda applications that"make itreal'"need in the marketplace.Founder, LandorAssociateshave tofoma consistent.unified2.Itmust bedeliverable-the comparnyimpression and should always be dlosalyimust have the infrastructure,asets andlinked to the company's brandidentityintellectul capital to fulilthe promisesITheexoectations aeneratedbythe brandand deliver value.should never beallowed tobe inalidated3. It must be credible--the companvbehindby broken promises, inconsistent languagethe promisemust be perceived as capableor "out-of-character"visual presentation.some quality that dstinguishesitfomalinspiring-it must motivate nterest,action and enthusiasm amonaemplbyees, shareholders and customens.
DEBOLDWhatisaBrand?-.ThethreetouchnointsofahrandWewon'trest.There are three fundamental touch points between a brand and the market:1.Behavior2.Appearance("lookandfeel")3. Language ("voice"or"tone and manner"yBrand behavior is the associate code"Llook andfel"appliestoawiderange"Tone andmanner"or'voice'spans,of conduct toward clients, the publicof graphic desian applications includinga company's entire system of verbalthe financial community,the corporationcorporate symbol and signature,colorcommunications-firom ad copy,taglinesand each other.It must be manifestinalette. packacina. business svstemseverythingwe do,from the way thearchitecturalsigns, product design andss releases, white papers andstandard attire. These must be consistentproduct names. Tone and mannershapeschoices about the kinds of philanthropicwith each other while clearly and r...
