Question
Topic: Branding
Corporate Id Graphic Vs Product "guarantee" Mark
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However, we are finding that this is creating certain problems:
1) we must promote the overall activities of the organization, as well as the guarantee
2) business partners pay fee to use the guarantee mark on product, and don't understand why others (e.g. supporters and supply chain, off product) are allowed to use it at no cost
3) because the mark serves as a "guarantee" we must carefully protect its use, appearance, value and integrity
4) to promote the organization's activities, we (and supporters) would like the ability to be very creative and interactive with the graphic, without compromising the value of the guarantee mark to businesses.
Therefore, we are considering developing a "suite" of graphics: 1) corporate ID, 2) campaign mark, 3) guarantee mark. The central graphic would be identical for all three (including color), but certain elements would be altered for the corporate ID and campaign mark, theoretically providing more protection (and value) for the guarantee mark.
My questions are:
1) can you provide examples of for-profit or non-profits that have "re-freshed" their corporate identity logo/graphic within less than a decade's time?
2) can you provide examples of a company whose corporate ID and "guarantee" mark are different?
The only examples I have found so far for the latter are Toyota/Toyota Certified Used Cars, Adobe/Adobe Certified, and perhaps Energy Star/Energy Guide.
I appreciate any assistance you can provide.