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Corporate Identity Overview  
A message from Fiona
Psychologist Albert Mehrabian said that 93% of communication is nonverbal. We also know from research at 3M Corporation that we process visuals 60,000 times faster than text. It is for these reasons that the ‘look and feel’ of WorldFish print and electronic materials is so important for building a positive image of WorldFish in the eyes of its stakeholders. Building such an image is critical to our success in communicating our research and results to our partners, investors and the wider world.
Brand Value Defined – An example
Recognizing the importance of brand, we are currently updating the WorldFish Corporate Identity. The refreshed identity will deliver a better, more coherent WorldFish brand. For those not familiar with the term ‘brand’ or ‘brand value’, it is worthwhile showing its importance through a simple example of bottled water. In the bottled water market, brands like Evian command a much higher price than ‘supermarket’ brands. So even though the product is essentially the same, the price commanded for Evian is much higher. This is because of its brand value. Of course, unlike the Evian example, we also aim to provide a higher quality than others too!
Corporate Identity Workscope
The end product of the updated Corporate Identity will be 30-page manual and infographic outlining how the WorldFish brand should be presented in our communication. Also included in the workscope is how the AAS and co-branding will be addressed.
Corporate Identity Development
Development of a Corporate Identity is an iterative process. At this point we’ve had a look at the typography, brochure design and business card designs. Other aspects are now being worked up and reviewed so that a full Corporate Identity Manual should therefore be ready by the middle of July. A hard copy will be made available within each office or division and a softcopy and the infographic will be available via the link on this site ‘Corporate Identity Manual’ and on Fishnet. If you want to take a sneak peek at our suggestion for the new brochure design, please click on ‘Corporate Identity Manual…. and let me know what you think.
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