Belgian postal organisation De Post changes its name to bpost and develops a new visual and verbal identity. VIM Group is supervising the implementation of the new name and style that will become increasingly visible from September 2010.
The transformation is the result of large internal and external changes in recent years. From 2011 the postal market will be opened up completely, in Belgium and in Europe. In preparation for this shift, bpost achieved major change-projects in its services and workflow. With these changes, it strengthens its client focus and competitive edge.
Johnny Thijs, CEO of bpost: “The new logo is in line with the steady advances of the company in the last decennium. With this in mind, trusted properties of the logo design remained intact; they are modernised, fresh. With this new visual brand identity we want to carry out our modern company culture.”
The new brand identity has been designed by brand-agency Interbrand. In preparation for the implementation VIM Group member NykampNyboer mapped the impact of the change for the organisation in terms of budget and timings.
The implementation stage will start in September and continue gradually in order to guarantee a financially efficient execution. The application of the new identity effects more than 1,000 buildings, 6,000 operational vehicles as well as all mailboxes and company uniforms. Today Design is responsible for the design on the various brand carriers while VIM Group will supervise the entire process.
Belgian Minister Inge Vervotte (Civil Service and Public Enterprises) states: “This is the crowning glory on many change-projects that happened the last years. The entire postal staff worked hard to prepare their company for the future. With a new name and a modernised logo they face tomorrow resolutely.”
Amsterdam, 14 September 2009 – Founder and international market leader of ‘brand implementation management’, VIM Group, expands its global network to Germany. Brand Implementation Group, based in Frankfurt, has become a member of the group. VIM Group is now active in seven countries around the world.
The Youngest VIM Group member, Brand Implementation Group based in Frankfurt, is the leading brand implementation organisation in Germany. The VIM Group intends to add more members in other countries, as its clients have a need for qualified local brand implementation companies who are able to operate with the same working methodologies. The VIM Group has invested heavily over the years in the development of software applications that enable large brand rollouts on buildings and fleet.
“At the stage of implementing a brand most branding agencies hand over their work to clients’ organisations. Because a rebranding takes place on average once every seven years, specific expertise is necessary during implementation. After all, for every dollar a client spends on strategy and design, a company will spend between twenty to forty times that amount on implementation”, says CEO Marc Cloosterman.
Guenther Misof, CEO of German Brand Implementation Group adds: “Implementing a brand is a complex task. And it needs to be done perfectly, time and time again. We fulfil a job as advisors for our clients, keeping their brand management in shape and reducing their costs significantly.”
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Following the Staples buyout of Corporate Express, specialist brand implementation network, VIM Group has been appointed to manage the rebrand of 35 distribution centres across Europe.
US stationery giant Staples announced the takeover of the Dutch wholesaler in June 2008 and are set to become global leaders in office supply distribution with a combined annual revenue of $27 billion.
NykampNyboer of the Visual Identity Management Group was awarded the rebrand work for European distribution centres. Nine sites within the UK & Ireland were identified and are being rolled out by fellow VIM Group members Endpoint.
Paul Veness, director of Endpoint explains, “We have improved each sites visibility and brand impact whilst minimising site expenditure. A consistent look and feel has been created for Staples across all 35 locations within 12 European countries. This has been achieved through central project management being executed by local partners.”
VIM Group operates a network of specialised organisations in Europe, USA, Canada, Australia and the Middle-East. They advise and support leading international organisations on every step of the rebranding process. They test, plan, manage and implement the actual physical changeover of branded assets such as signage, interiors, stationery, vehicles and equipment, uniforms, print media, and IT applications.
We are pleased to announce that Endpoint has joined the Visual Identity Management Group, an international network of companies committed to visual identity management.
With partners in both Europe and North America, the group has successfully implemented over 700 projects for both large and small identity changes over the last 15 years. The Group has offices in Amsterdam, Cologne, Goteburg, New York, Toronto and now London.
