Frequently Asked Questions

Transcription

1 If you have any other questions that aren t included here, please brandquestions@lendlease.com. The strategy behind the change Q: What s happening? A: On 26 May 2015, our Group Chief Executive Officer and Managing Director, Steve McCann, launched our new Lendlease brand. Q: Why are we doing this now? A: We believe it s the right time to introduce a new brand for a number of reasons: We have an opportunity to harness the reputational benefits of our pipeline of high profile projects, to raise awareness of our brand and leverage all the benefits associated with our success. To do this, we need a brand identity that is fresh and vibrant, and one that resonates with both corporate clients and consumers. Twenty years is a long time for an organisation to stick with the same corporate identity. Our business has changed significantly. Experience tells us that high profile corporate brands typically evolve every five to seven years. Q: Why are we not changing our name? A: We did consider changing our name altogether, but there was too much equity in our name to abandon it. You ll notice we have joined Lendlease together to create one word not two. It symbolises that, although we encompass many diverse businesses, we are now more integrated than ever before and are truly one Lendlease. Applying the new logo and visual identity Q: How do we write Lend Lease now? A: Lendlease. As at May 2015

2 Q: What makes up the new company logo? A: Our company logo is made up of two primary elements the brand name and the fold. The fold is a new and contemporary graphic device, replacing our blue canopy. The fold Brand name Q: Why has the blue canopy been replaced by the fold? A: The blue canopy has been replaced by our new device, the fold, which is more modern and contemporary. The dynamic shape of the fold provides a unique identity to serve a business that stretches from consumer to business, enterprise to government partnerships. It s an adaptive logo that demonstrates we re an adaptive and innovative business. Q: What does the fold do? A: The fold has been created to give the perception of continuously evolving, while providing some control and framework around the application of our brand name Lendlease. It provides a shape that allows for a multitude of applications across all of our touch points. It also provides a unique identity to serve a business that stretches from consumer to business, enterprise to government partnerships. An adaptive logo demonstrates that we re an adaptive and innovative business.

3 Q: What colour is our new company logo? A: Our previous corporate blue was limiting. The benefit of the fold is that it allows us to use a broader colour palette. There are eight approved colour versions of the logo, including the main corporate logo of green. Q: Do we have a primary colour version and if so when will this be used? A: Our primary corporate logo has a hero colour of green and will be used for official communication from the Lendlease Group. Q: Does my business unit have to use a particular colour? A: A particular colour won t be associated with a particular business unit. We encourage business units, projects, assets and internal functions to adopt the full suite of colours, looking of the environment where the logo will be featured.

4 Q: What is the new visual identity? A: A new look and feel is used to support the logo on various pieces of collateral, stationery, websites, signage and other brand assets. We call this our visual identity. In our case we have adopted the fold as our unique distinctive design. At Lendlease we want our identity to express our diversity of projects, capabilities and the uniqueness in the places we create for people. Timing and roll-out Q: When do we need to start changing things to show the new brand? A: An overnight change is not practical, affordable or sustainable so the transition will take place over 24 months, due for completion by 30 June We have adopted a business as usual approach to the roll-out to minimise disruption. Brand assets such as brochures and hoardings will be changed over the next 24 months as items need to be replaced. The Brand Champions and Marketing teams in each region will work with offices and depots to determine an appropriate strategy for changing signage. Q: What changes will I see right away? A: Some changes will be evident immediately, including new orders of PPE, corporate uniforms and corporate stationery approved major suppliers have already been briefed and should begin to supply the new branding on all orders immediately. From 4 June 2015, you will also be able to download the new Powerpoint and stationery templates from the Brand Toolkit page on Pulse.

5 Q: Do I need to go back and update existing documents with the new brand? A: You should use the new brand in all new collateral and documents. Electronic files (e.g. Powerpoint presentations) which are currently in use should also be updated. If they are no longer in use, they do not need to be updated