Visual Identity
The sum of all the visual elements used by an organisation or company to distinguish itself
from its competitors.
- from: www.acbrandguidelines.org.uk The symbol, colours, formats and other visual elements of the brand signature.
- from: www.negocio.us The dominant representative of symbolism; one of the three factors that affect corporate
identity, next to behaviour and communication.
- from: Birkigt, Stadler and Van Riel
Visual Identity
The general functions of visual identity are:
-
it provides an organisation with visibility and recognition
it symbolises an organisation for external stakeholders and contributes to image en
reputation
it expresses the structure of an organisation.
it contributes to the identification of the employees with the organisation as a whole
and with the department they work at.
Visibility and Recognition
The company name, the logo, the colour palette, the font type, corporate slogan; these are
examples of visual identity that contribute to the visibility and recognition of an organisation.
Above you see the logos of the Heinz brand products. The little curve and the clear font type
are characterising for Heinz. As you can see, it doesn’t really matter whether it is in black or
white, we still recognize it as being a Heinz product.
However, we are investigating the organisation Heinz. The organisation Heinz has got it’s
own logo.
The logo of the organisation Heinz is more classic and not curved. This logo is less famous
than the logo of the brand Heinz.
A slogan that is really famous in the United Kingdom is; ‘Beanz Meanz Heinz’, related to the
Heinz Baked Beans. One of the slogans for Heinz Ketchup is; ‘A good meal deserves a great
ketchup. Insist on Heinz’.
Image and Reputation
The image and reputation of an organisation have a lot to do with the visual identity. If a
company is in the media, either positive or negative, they built an image and reputation. If the
company is socially active they built an image and reputation. Heinz is very active
organisation when it comes to building a powerful image and a reputation; making the
external stakeholders aware. The organisation makes sure that the stakeholders are
informed about new products; through press releases, but also through a very informative
and complete web-site. Heinz is also an organisation with a high social responsibility. The
organisation started this month with a ‘Heart-Healthy Message’.
As food industry experts, it is our responsibility to help consumers meet their individual
lifestyle and wellness goals with foods that are full of heart-smart attributes, like the
antioxidant lycopene, and low in certain added ingredients, like sugar and salt, without
sacrificing taste,” said Heinz Director of Global Nutrition, Ida Laquatra, Ph.D., R.D.
(see Appendix 1 for the full article)
Society is more and more focused on lifestyle. A lot of companies are appealing to this need
for ‘health conscious’ products. Heinz is appealing to this need as well, by focusing on the
heart. On one hand this is absolutely socially responsible, but on the other hand; great
marketing.
Another social aspect of the organisation, that contributes to a good image and reputation is
the sponsoring of events for a good cause. Heinz has establised the H.J. Heinz Company
Foundation in 1951. This foundation is committed to promoting the health and nutrition needs
to children and families. The foundation supports the Sprinkles Global Health Initiative, which
is active in researching the iron shortages by people in underdevelopped, or developing
countries. This is one of the most common nutritional disorders of the world.
The foundation is also offering its support to the Women’s Centre and Shelter, that is active
in taking care of the women who are a victim of domestic violence.
When you read the social responsibility report of Heinz, it is stated on what kind of paper the
report was printed, certified by the Green Seal and the Forest Stewardship Council. This also
shows how far the social responsibility of Heinz is going. They cover everything.
These are just a few examples of the many social responsible activities Heinz encounters.
This is an important area when it comes to image and reputation and we believe that the
organisation does everything in their power to create a trustworthy image and reputation.
Structure of the organisation
According to Olins there are three types of corporate (visual) identity:
-
The monolithic identity: the organisation uses one visual style.
The endorsed identity: the subsidiary brands have their own style, but are visually
related.
The branded identity: the different brands have their own style and the parent
company is not visible.
When we look at the representation of Heinz in the Netherlands, it appears that it is a
monolithic identity. They have one clear visual style and the logo is visible on all the
products. However, when we look at the brands within the Heinz organisation one world level
we can see that the company also covers brands that are not visually related to Heinz.
Brands that have their own style and that are not related to Heinz as we know it.
Another part of the brands within the Heinz organisation, are the brands that do have the
name Heinz on it, but are not visually related to Heinz, when it comes to colour, font type,
and logo.
In defining the structure of the Heinz organisation we could say that it is actually a mix of the
three types defined by Olins; monolithic, endorsed and branded. World-wide the structure of
Heinz can be defined as a combination between branded and endorsed identity. The
organisation has its own style, there are brands that have the Heinz name on it, and there
are brands that are not visually related to Heinz.
Employee identification
Visual identity is not only important to the outside of the organisation, it is also important
within the organisation, perhaps even more important. The employees need to feel one with
the organisation in order to contribute fully to the success of the organisation. If the
employees cannot identify with the organisation, for example because of a mixed message
the organisation sends, they will probably not feel motivated enough to perform well. An
organisation can improve employee identification by giving out newsletters to inform the
employees about the ins and outs of the company. Hand out give-aways with the
organisation logo on it. Organise company trips. Give presentation related to the status of the
organisation. Create employee benefits. Give the employees the opportunity to follow training
or education.
Heinz, as an organisation, is a very good employer. The organisation understands the
importance of involved employees within an organisation. Heinz aims to achieve a two way
communication trough:
- Heinzweb; the organisations intraweb with all the news concerning organisational
changes worldwide, but also with different sections for different regions.
- Town Hall Meetings; the chairman and other executives inform the employees about
the ins and outs of the company. There are opportunities for employees to ask
questions and the meetings are available for all the employees due to broadcasting
on the intranet.
- Smartbriefs; daily updates about industry trends and Heinz news are emailed to the
Heinz employees worldwide.
- Heinznewz; newsletter for the employees, mailed twice a year to their homes.
Employee recognition also is an important part of the organisation. Each year 60 people are
rewared for their efforts within the organisation.
Symbolism
Visual identity is all about symbolism. In making an inventory of all symbols, two audits are
used; the facilities audit and the graphic communication audit. The facilities audit is an
inventory of objects that might be used to carry visual messages; buildings, interiors, all
objects that could carry a logo. These are important means of expressing the identity of a
company.
The graphic communication audit focuses on all the visual symbolism that is used in printed
material.
- The website
The website www.heinz.com is a very complete website. All the information you want to
know about the organisation is on there. The main colours of the website are; red, green,
white and black. The combination of these colours creates a healthy appearance. This is a
good thing, because it is in the vision of the organisation to create nutritious products.
(www.heinz.com)
-
Advertising
(www.communicatie.net)
The following three advertisements are part of a new campaign for the baked bean, designed
by Leo Burnett.
The humble baked bean is, in fact, a nutritious superfood. The hero of this campaign is a
new character; the Superbean - slightly neurotic with loads of personality.
(www.leoburnett.co.uk)
- Press Releases
When new products are released or other important information has to be send out, the
organisation makes use of press releases. These press releases are also part of the
symbolism, and thus of the visual identity of a company.
In appendix 2 you will find an example of a press release send out by Heinz.
- Promotion
Other promotional activities of the organisation include; Have ‘Your Say’ on a bottle of Heinz
Ketchup. Through the website it is possible to order a personalised bottle of ketchup. You
can create you own line to put on the label of the bottle.
Another promotional item is the book ‘Great Tomato’. This book contains 57 recipes about
great taste and good health.
At the moment Amercom is creating a new website www.heinz.nl. To aim at the Dutch
market. In promoting this website you can hand in a lid of a lasagne pot at one of the Free
Record Shop stores and get a discount of 5 euro.
Personality
In this report we will portray the personality of Heinz in a person, with its personal
characteristics.
Man –
40 years old –
Volunteer in the local union for children –
Has worked for 5 years in underdeveloped countries –
Is a ‘sugar’- uncle for about 50 nephews and nices –
A real familiyman –
Loves to travel all over the world –
Plays soccer, swims twice a week and loves to hike with his wife –
Drives a Volvo –
Appendix 1
2006 Releases
October 02, 2006 11:39 AM Eastern Time
Heinz ‘Spreads It on Thick’ with Heart-Healthy Message and New Lifestyle-Oriented
Products at ADA Show
Tomato Giant Offers Wealth of Heart-Healthy Tips and Introduces Heinz® Reduced Sugar
Ketchup, Classico® Organic, and Smart Ones® Strawberry Shortcake as Latest in Line-up
ADA FNCE
PITTSBURGH--(BUSINESS WIRE)--H. J. Heinz Company (NYSE:HNZ), maker of
America’s Favorite Ketchup™, presented new and existing lifestyle-oriented products during
the 2006 American Dietetic Association Food & Nutrition Conference & Expo (ADA FNCE)
in Honolulu that will have consumers eating to their hearts’ content.
“Consumers are more health and lifestyle conscious than ever, especially about matters of the
heart. As food industry experts, it is our responsibility to help consumers meet their individual
lifestyle and wellness goals with foods that are full of heart-smart attributes, like the
antioxidant lycopene, and low in certain added ingredients, like sugar and salt, without
sacrificing taste,” said Heinz Director of Global Nutrition, Ida Laquatra, Ph.D., R.D.
At the Heinz booth, more than 4,000 members of the diet and nutrition community gathered to
learn about heart-smart solutions and to sample the company’s latest lifestyle-oriented
products, including the new Heinz® Reduced Sugar Ketchup with 75 percent less sugar, twothirds fewer calories and only one gram of carbohydrates; new Classico® Organic in a Tomato
Herbs and Spices flavor; new Smart One’s® Strawberry Shortcake with only 170 calories and
four Weight Watcher’s® points; and the existing Heinz No-Salt Added and Organic Ketchups.
While at the booth, visitors were also able to gather recipes, nutritional and other heart-healthrelated information. During a culinary demonstration with Heinz Executive Chef Alan
McDonald, attendees saw first hand how to incorporate Heinz’s lifestyle-oriented products
into meals that are both heart-smart and rich in the antioxidant lycopene.
Media and other members of the diet and nutrition community were invited to have lunch
with Dr. Ida Laquatra, who discussed the importance of a heart-healthy diet and the
antioxidant benefits of lycopene, especially as it relates to cardiovascular health.
Laquatra was joined by Dr. Penny Kris-Etherton, R.D., a leading architect of the recently
released AHA Diet & Lifestyle Recommendations 2006, and Chef Bill Hunt, dean of culinary
arts at the Pennsylvania Culinary Institute. Kris-Etherton discussed how the Mediterranean
diet can offer practical ways to incorporate heart-healthy foods into an everyday menu, and
Hunt offered simple solutions and cooking techniques to enhance the flavor of heart-healthy
dishes.
About Heinz
The H. J. Heinz Company, offering “Good Food, Every Day™,” is one of the world’s leading
marketers and producers of branded foods in ketchup, condiments, sauces, meals, soups,
seafood, snacks, and infant foods. Heinz satisfies hungry consumers in every outlet, from
supermarkets to restaurants to convenience stores and kiosks. Heinz is a global family of
leading brands, including Heinz® Ketchup, sauces, soups, beans, pasta and infant foods
(representing nearly one-third of total sales or close to $3 billion), HP® and Lea & Perrins®,
Ore-Ida® french fries and roasted potatoes, Boston Market® and SmartOnes® meals, and
Plasmon® baby food. Heinz’s 50 companies have number-one or number-two brands in 200
countries, showcased by Heinz® Ketchup, The World’s Favorite Ketchup™. Information on
Heinz is available at www.heinz.com/news.
Available for interviews:



Ida Laquatra, Ph.D., R.D., Director, Global Nutrition, H. J. Heinz Company
Penny Kris-Etherton, Ph.D., R.D., Distinguished Professor of Nutrition, Penn State
University and Scientific Advisory Board Member, Preventative Cardiovascular
Nurses Association
Chef Bill Hunt, Dean, Pennsylvania Culinary Institute
Contacts
For H. J. Heinz Company
Bryson W. Thornton, 412-473-3419
412-716-1108 (C)
brysont@jackhorner.com
or
H. J. Heinz Company
Tracey Parsons, 412-237-5774
tracey.parsons@us.hjheinz.com
Appendix 2
August 02, 2006 10:03 AM Eastern Time
Consumers Get Chance to `Have Their Say' on Heinz Ketchup Bottles; Heinz Launches
Myheinz.com to Offer `Create-Your-Own' Talking Labels That Speak For Themselves at
Birthdays, Weddings and Every Occasion in Between
Smart Multimedia Gallery
August 2, 2006 - Heinz's new "create-your-own" talking labels allow
consumers to pen their own witty, sentimental or celebratory message on the iconic Heinz
Ketchup bottle by visiting www.myheinz.com. Different bottle sizes are available on the
Web site. (Photo: Heinz)
August 2, 2006 - Heinz's new "create-your-own" talking labels allow
consumers to pen their own witty, sentimental or celebratory message on the iconic Heinz
Ketchup bottle by visiting www.myheinz.com. Different bottle sizes are available on the
Web site. (Photo: Heinz)
PITTSBURGH--(BUSINESS WIRE)--Aug. 2, 2006--The H.J. Heinz Company (NYSE:HNZ)
is marking the occasion of its famous Ketchup brand's 130th birthday by allowing consumers
to celebrate their own occasions with a special bottle of red - Ketchup that is. By visiting
www.myheinz.com, consumers can pen their own witty, sentimental or celebratory message
on the iconic ketchup bottles for the ultimate unique party favor or personalized gift.
"With the success of our previous 'Talking Labels' campaign and 'Say Something Ketchuppy'
contests, we realized our consumers have really enjoyed the many witty phrases and catchy
quips that appeared on the Heinz keystone-shaped labels in recent years," said Wendy Joyce,
senior brand manager for Heinz Ketchup. "Now, we're giving consumers a chance to create
their own one-of-a-kind phrase on Heinz bottles for a unique and surprising way to say
something special."
You Said to Bring a Bottle of Red
At the touch of their keyboard, consumers can make any occasion a special one by creating
their customized Heinz Ketchup bottle. Whether wishing little Timmy "HAPPY 8th
BIRTHDAY," branding "BOB'S BBQ BASH" or creating a one-of-a-kind favor for the big
wedding of "TONY & LINDA, SEPTEMBER 24, 2006," consumers can get more creative
than ever before with their Ketchup bottles.
Heinz is offering three sizes of customizable Ketchup bottles, including the iconic 14-ounce
glass, 20-ounce Top-Down, and special "mini" 2.25-ounce Ketchup bottles. The "mini" favorsized bottles, which were previously available only on a limited basis through hotel room
service and the Heinz gift shops, also will be available with Heinz Dijon Mustard.
Consumers can also tap into a list of ready-made stock labels available directly on the Web
site, including commonly used special occasion sayings such as "HAPPY BIRTHDAY,"
"HAPPY ANNIVERSARY," "WELCOME NEW BABY" or "CONGRATULATIONS!"
User-Friendly Web Site
Consumers can now simply visit www.myheinz.com, a specially created Web site, and follow
a quick and easy three-step process consisting of:
-- Step 1, selecting the desired bottle;
-- Step 2, creating a message or selecting one of the ready-made labels;
-- Step 3, making the purchase with any major credit card.
The Web site allows buyers to review their customized label as they create it and preview an
image of the final version before completing their purchase. Once an order is placed, delivery
is expected within four to six weeks with a rush delivery option for any upcoming events.
The "mini" bottles are available on the site with a minimum order of four bottles, while the
other sizes are available with no minimum order. Prices per bottle range from $4 to $6.50
with discounts on multiple orders. All prices and shipping costs are available on the Web site
at www.myheinz.com.
Later this fall, Heinz plans to extend its offering to include a special promotional section of
the site, which will include a selection of fun, specially designed seasonal and themed labels,
which can also be customized.
ABOUT HEINZ: H.J. Heinz Company, offering "Good Food, Every Day(TM)" is one of the
world's leading marketers and producers of branded foods in ketchup, condiments, sauces,
meals, soups, seafood, snacks, and infant foods. Heinz satisfies hungry consumers in every
outlet, from supermarkets to restaurants to convenience stores and kiosks. Heinz is a global
family of leading brands, including Heinz(R) Ketchup, sauces, soups, beans, pasta and infant
foods (representing nearly one-third of total sales or close to $3 billion), Ore-Ida(R) French
fries and roasted potatoes, Boston Market(R) and SmartOnes(R) meals, and Plasmon(R) baby
food. Heinz's 50 companies have number-one or number-two brands in 200 countries,
showcased by Heinz(R) Ketchup, The World's Favorite Ketchup(TM). Information on Heinz
is available at www.heinz.com/news.
Available for interviews: Wendy Joyce, senior brand manager for Heinz Ketchup
Contacts
For Heinz North America
Olivia Barberis, 412-473-3430 (o) or
412-860-6313 (c)
oliviab@jackhorner.com
or
Heinz North America
Tracey Parsons, 412-237-5774 (o) or
412-327-5969 (c)
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Bibliography
-
Van Riel, Corporate Communication, Prentice Hall
http://en.wikipedia.co.org
www.brandchannel.com
www.acbrandguidelines.org.uk
www.negocio.us
www.leoburnett.co.uk
www.mind-advertising.com
www.heinz.com
www.communicatie.net
www.amercom.nl
www.adweek.com
www.adformatie.nl
www.adslogans.co.uk