The Institution of Electrical Engineers (IEE) Brand Guidelines
Excerpt:
What is a brand?
You may not think the IEE has a brand. We are not a burger restaurant, or a washing powder. We are a professional network for electrical engineers, why would we even want a brand?
Well, it depends on how you define the word ’brand‘. Every organisation or product creates an impression in the mind of the audiences it interacts with. What do they say about it? How do they describe it? The impression that they have is what we term a brand. Of course our audiences will say great things about us, but they may say less positive things as well, all of these will colour their vision of our brand. We want our audiences’ views to match our own, understanding our viewpoints, our ambitions and our vision. By actively managing our brand we can help to control their understanding. This is as beneficial for the IEE as for any other organisation. This is why we have undertaken a project to define our brand.
To help bring the new brand vision to life we have also started to change the way we appear. We are a leader in the field of electrical engineering and at the forefront of the thinking of so many of the technologies that will shape all of our futures. To be credible in this role we have to appear in touch, in tune and in step with the modern world. We have to look like leaders. That means we must appear confident, clear and highly visible.
Every time we communicate we leave an impression. Currently there is little over and above our logo for audiences to link our communications together so we must start to bring further consistency to these communications. Doing this will help us to build the right impression in the minds of our audiences.
The following pages show the elements that go together to form our new identity, as well as how they should be used. Follow these simple guides as you produce any new communications and remember a strong brand is managed through every communication, however small.
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Source:
IEE Brandguidelines [PDF]
IEE Marketing Communications
