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Tate & Lyle
Project overview
Challenge
Tate & Lyle, one of the world’s oldest and best-established brands, approached us as a branding agency to refresh its brand guidelines, which were not being observed because they were too technical and prescriptive.
Tate & Lyle wanted a new guidelines document that would bring the brand to life and prevent inconsistencies from creeping in.
Strategic Insight
If you want to promote brand consistency, you need brand guidelines that creative people will enjoy working with. That means the guidelines should be inspiring and flexible, not just prescriptive and technical.
Creative Solution
Remembering that overly restrictive brand guidelines will actually encourage users to flout the rules, we introduced a wider range of colours and a choice of flat colour or vignette for greater flexibility. We refreshed the colour palette with warm, natural colours that reflect the natural ingredients that Tate & Lyle uses. We provided photographic guidelines that showed how photography can be used to create striking and beautiful images. The PowerPoint templates we included in the guidelines help presenters to create effective layouts that reflect the Tate & Lyle brand personality.
Results
Today, the Tate & Lyle brand has a unified look and feel, whether it is seen on the corporate website, in brochures, at corporate events or in PowerPoint presentations.
BergHind Joseph don’t just tell you what you want to hear as a client, they push you further, creating stakeholder debate and energy around the brand. The resulting brand guidance document is not just well thought out, logical and practical but carries the energy from the stakeholder involvement into the end product. The result is not a set of limiting, imposed guidelines – they are seen as inspiring and generate a desire to adhere to something ‘great’.
David Brown Communications and Design Manager, Tate & Lyle PLC
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