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Toolset for a Brand in Expansion Mode
December 22, 2011
A new identity alone does not a brand make. A year ago, Cisco found itself with a new logo and thousands of eager implementers around the world. It quickly became clear that more guidance was required than the internal brand group could dole out case-by-case.
With a solid five-year relationship in place, Tolleson engaged to explore how best to build a program and then educate a large, distributed base about the new brand system. But Cisco didn't want simply to pronounce a rigid solution. Instead it sought a more thoughtful, inspirational method that allowed individual situations to be addressed uniquely as they arose.
With the mandate to construct an open, rich and flexible taxonomy that could localize to users worldwide and address every conceivable
With a solid five-year relationship in place, Tolleson engaged to explore how best to build a program and then educate a large, distributed base about the new brand system. But Cisco didn't want simply to pronounce a rigid solution. Instead it sought a more thoughtful, inspirational method that allowed individual situations to be addressed uniquely as they arose.
With the mandate to construct an open, rich and flexible taxonomy that could localize to users worldwide and address every conceivable
deliverable, Tolleson took a big step back to view this challenge from a wider angle. Atypical of the traditional standards imposed by corporations of this size and sophistication, the Cisco Brand Guide defines use cases for combining the various elements in the toolbox, allowing designers ample freedom to craft specifically tailored touch points.
Today a system of volumes addressing best practices in color, typography, illustration, infographic styling and second tier identity development continues to evolve. With the addition of each new chapter, the style guide continues to inspire internal and partner agencies to express the Cisco story through a cadenced approach – but always speaking the Cisco language.
Today a system of volumes addressing best practices in color, typography, illustration, infographic styling and second tier identity development continues to evolve. With the addition of each new chapter, the style guide continues to inspire internal and partner agencies to express the Cisco story through a cadenced approach – but always speaking the Cisco language.