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Global system used to guard image standards
TWO YEARS AGO, oil giant Shell started seeing inconsistencies in how its valued seashell logo and other images were being used in different advertising promotions and Web sites around the world.
In some instances, Shell field offices had stopped using the 10-pound books that spelled out the rules for presenting the brand. Instead, field workers created their own manuals to work with local advertising agencies. The result: Consistency was sacrificed while each new project typically added tens of thousands of dollars in new costs, Shell officials said.
In response, Shell's global standards group last summer created a "One Brand" corporate initiative. The effort centers on a Web-based system that distributes thousands of brand standards that can easily be updated and customized by marketing staffers and advertising agencies, according to Simon Saville, Shell's London-based global brand standards manager.
Saville's group publishes images, templates, tools and usage guidelines on an intranet and an extranet Web site that is accessible by Shell marketing personnel and some of its biggest design agencies.
Shell chose Promptu...