Organization of the Océ Brand Identity Program

Océ communicates in many different media: ranging from publications and showrooms, stationery and signage, to packaging and electronic media. Different media, yet they should all convey the same brand identity. Brand identity is the name and visual appearance of the brand. It is how consumers will recognize a product/service and differentiate it from those of competitors. It is the basis for creating a brand image – the feelings or associations that customers have of a company. Visible elements that can be used to identify a brand include brand names, logos, product configuration, service offering and packaging.

Internal and external audiences should all experience the same brand and have the impression that they are dealing with a single organization. 

Océ Brand Identity Program

Brand identity is one of the major instruments for creating and communicating a consistent company image. A strong company image is essential to the strategic success and sustainability of an enterprise. For this reason, Océ has developed the Océ Brand Identity Program that is responsible for setting all branding policy and managing brand identity issues.

Océ Brand Identity Manual

The Océ Brand Identity Manual is a key tool in the Océ Brand Identity Program to ensure a consistent identity in all communication media. The entire manual can be accessed at the following website: http://beyondtheordinary.oce.com/. The Océ Brand Identity Manual is divided into two main levels of information: basic elements and communication manuals. Each manual may be divided into chapters and each chapter may contain several sections. The two levels are further described below.

Basic elements

The manuals on this level provide general information about the brand identity that applies to all communication materials, including guidelines for trademarks and house style colors. Manuals for the basic elements are organized under the letter A, for example, Océ Signature A1 and Océ Design Style A2.

Communication manuals

The manuals on this level provide specific guidelines that apply to a single communication medium, for example, “Océ Proposition Brochures M1″.

Properly applied, all of these manuals together will help us to control and standardize our communications, project an image of consistent quality and ensure the recognizability of the organization across all communications.

Use this manual as a framework that offers certainty and clarity. And use it, most of all, as a source of inspiration.

About this section

In the last 20 years, the worldwide web or internet has become one of the most widely used channels for communicating and locating information in the world. Unlike printed brochures, internet is a very direct and immediate form of communication. People can go directly to the specific information that they want. The information itself can be updated and changed very quickly. Two of the most important characteristics of internet communication are speed and clarity. People want to find the information they are looking for very quickly. Once they find that information, they want to be able to quickly scan and understand it.

Internet is also an important marketing tool. The global e-marketing program of Océ is an important means of generating sales leads for our business divisions. We have designed the structure and content of our websites to make them as effective as possible in generating sales leads. One of the techniques we use to increase our findability on search engines like Google is Search Engine Optimization.

This site is the communication manual “Océ Online Communication M6″. It provides a consistent system and guidelines for communicating the Océ Brand Identity via Océ websites, web shops and other digital forms of communication, such as e-zines (electronic magazines). The guidelines in this manual ensure that all forms of online communication for Océ will have a consistent look and feel around the world.