Welcome to the new–look SCI
Building a brand
for success
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| The new logo |
Unveiled at the 2 July AGM, the new SCI brand
puts innovation, advancement of knowledge, networking
and the opportunity to exchange information
at the heart of its focus.
Since 2 July 2008, the new SCI logo and the brand’s
look and feel have been applied across all of SCI’s
activities, including its stationery, publications, conferences,
awards and, of course, the website.
SCI is in the throes of a dynamic transformation,
which has seen its global presence and influence
increase.
In keeping with this momentum, the new brand
heralds a new and exciting phase for the Society,
which has already seen an overhaul of its governance
structure and the establishment of two new
international offices in Germany and India.
Taking just 12 months to develop, the branding
project has been a labour of love and is a result
of intense consultation between members and
non-members.
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| ‘An environment to innovate, advance knowledge, network and exchange information’ |
Director of SCI’s Marketing & Events, Tony
Ramgobin, said: ‘Nothing was left to chance. The
consultation process included a two-phase international
survey of 8000 people. The response was excellent
and showed there was a widely held belief that
the current logo was not working hard enough.
However, a resounding 90 per cent believed SCI’s
current brand promise ‘where science meets business’,
was as relevant as ever, with a further 88 per
cent saying they believed that the new brand should
be relevant to a global audience.
‘It was important for us to be able to incorporate
as much of the feedback into the development of
the new brand as possible, so we took great pains
to ensure this happened. Using the SCI brand promise
as the common theme that brought everything
together, we aimed to find a look and feel that not
only captured SCI’s global thrust, but that also
highlighted the trust that exists between SCI and
its members – I believe we have succeeded.’
The final word goes to SCI chief executive,
Andrew Ladds, who says: ‘The best thing is that not
only does the branding look great – fresh, vibrant
and in keeping with where SCI wants to be now
and in the next 10 years – but also it was delivered
on time and within budget at a fraction of the cost
that a project of this size and magnitude would
normally be, thanks largely to excellent preparation,
consultation and attention to detail. I wish
to extend heartfelt congratulations to all those who
have worked so hard to make this a reality.’
The overall result is a design that encapsulates
and visualises a global organisation that retains all
its old authority but with a new, modern twist that
propels it into the future.
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