NETWORKS PROJECT ASI

The internal staff organisations of Aberdeen Standard Investments required an icon to use separately as required on promotional material. The icon needed to be recognisable as part of the ASI family but also to keep a sense of the organisation’s own identity.

A family style was created using a colourful blended wheel icon as primary base and adapted to suit the organisational theme. Guidelines were set up and a set of rules applied to each variation. Consistent use of the corporate font and colour palette brought the family style together whilst staying true to individuality of each of the staff organisations.

NETWORKS PROJECT abrdn

As part of the extensive company rebranding, the Networks were brought into the abrdn masterbrand style and series of descriptive Pictograms were created. These preserved the identity of each network whilst aligning closer to the main brand. Designed to be a comprehensive family, they provided a valued opportunity to raise brand engagement with staff.

As the previous Network icons relied heavily on colour as part of their identity, the monotone of the abrdn masterbrand was an issue to be addressed. A solution was found in dedicating three descriptive words to each Network. When asked to describe their organisation, members found the common word was “connect”. As this seemed fitting as a descriptor of what all the Networks do, “connect” features as the linking word in all the Pictograms.

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A Network’s toolkit was created with a selection of Pictogram applications in real world examples: pull-up banner, poster and email template.

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Infographic for another internal network, Environmental Champions showing the application of their Pictogram