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Case Study 70: Corporate Brand Identity for CRISIL Group –
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The Credit Rating Information Services of India Ltd. |
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Introduction
The Corporate Brand Identity and brands a Company are valuable corporate assets and essesntial marketing tools for success in today's global marketplace. If properly designed and managed, the Corporate Identity and the Brand Identity evoke strong feelings of affinity to the Company and its products.
The assignment to conceptualise, design and print the Corporate Brand Identity for the CRISIL and its Subsidiaries and Divisions was a precision heavy project implemented by Dickenson Intellinetics. The highlight of this experience, which spanned 3 months of design and meticulous work, would have to be the interaction we had with the Brand Management team at CRISIL – Ms. Anjali Forbes and Mr. Hara Kar. It was at the end of all our collective efforts that we had a Brand Manual for the leading Credit Rating Company of India.
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Background
The Credit Rating Information Services of India Limited, has been established since 1987 and is the market leader in Credit Rating Agency in India. CRISIL has helped shape the evolution of debt markets in India, by developing Criteria and standards to facilitate its dynamic growth. In its role as the pioneers in the Ratings business, CRISIL has always set the standards in rigour of analysis, transparency and disclosure and has firmly established its position as a provider of a dependable opinion on risk.
www.crisil.com |
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Matching Needs
CRISIL has in recent years evolved into a multi business, multi entity group. With a view to project a synergistic image of the CRISIL group businesses in the market place, a group wide Corporate Identity Program was introduced. The external manifestation of a common Corporate Identity is projected through their people, their communication and all their product and service beyond the world of rating. CRISIL's external stake holders perceive them based on what their hear, see and experience about them. Shaping this perception about CRISIL so that its impact on their business is positive is therefore an important agenda for them. The most commonly used visual media through which this perception that can be strengthened is the stationery and other print and electronic material that CRISIL uses for all external interfaces.
We designed the Corporate Identity Manual to lay down guidelines for creating a Common Corporate Identity for all stationery and print material using the CRISIL Group Identifiers. This Manual was designed for both soft and hard copy usage. The soft copies were installed on the Intranet of the CRISIL Group and made accessible to all. internal training within CRISIL was given on the usage of the Brand Manual. This manual from time to time can be enhanced to encompass new identifiers as well as new applications of the CRISIL Group Identifiers, including for Screen Based Application, Brochures, Power Point Presentations Stencil, Report Covers, Press Release, and Publications.
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| Section B relates top the guidelines around the use of the Groups various identifiers such as ratios, spacing, colour/emboss/black and white/fax versions, incorrect usage of the identifiers, how to use these identifiers against colour background, the colour scheme, the associated fonts, baselines, structures and permissible sizes by applications. These issues are grouped for each particular identifier, both in hard and soft formats, and can be conveniently produced as self sufficient documents/files for each identifier. The downloadable soft copies (WMF Files) of all identifiers were made available for use in electronic formats. |
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| Section C relates to the guidelines around the use of the Identifiers with respect to the Group's stationery, the most often used delivery mechanism of any brand identity. For each Identifier we have provided specific rules and guidelines for visiting cards, letterheads, continuation sheets and envelopes. The communications medium being both electronic and print, the Brand Identifier had to be evolved to suit all mediums. For example: A fax cover sheet was designed using a black and white logo. These again are also grouped together for each identifier, both in hard and soft formats, and can be conveniently produced as self sufficient/files for each Identifier. |
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| Section D contains the colour swatches digitally printed by DI, which could help CRISIL ensure that any kobs given to offset or screen printers would meet the exacting CMYK / RGB / Pantone Codes defined by the manual. |
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Conclusion
The aim of this entire project was to streamline and standardise the entire Brand Identity for the CRISIL Group. Since CRISIL is constantly adding new divisions and subsidiaries this is an ongoing project for both CRISIL and DI. This has been a milestone project for us and has given us a lot of exposure into the Brand Standard Setting and Implementation for a Company. Again, we would like to thank the Brand Management Team at CRISIL for all the support extended to us.
Simi Saha
Creative Director
For further information or enquiries for
Annual Report Development,
sales@notension.biz
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