Coopers and Lybrand Centennial Logo
Client: Coopers & Lybrand (now PricewaterhouseCoopers – PwC), Professional Services
Project Overview:
In celebration of their 100th anniversary, Coopers & Lybrand sought to create a centennial logo, commemorative book, and website to highlight their history and commitment to the future. Although the company did not undergo a technical rebrand, this milestone was an opportunity to reiterate their values, vision, and mission to the marketplace. The centennial celebration served as a strategic moment to tweak messaging, reinforce positioning, and set new goals.
Objectives:
- Develop a centennial logo to commemorate Coopers & Lybrand’s 100th anniversary.
- Create a commemorative book and website to celebrate the company’s history and future vision.
- Reinforce Coopers & Lybrand’s values, vision, and mission through strategic messaging.
- Utilize the anniversary to re-engage with the market and reaffirm the company’s commitment to excellence.
Strategy:
1. Brand Positioning:
- Positioned Coopers & Lybrand as a forward-thinking and innovative firm with a strong foundation and a vision for the future.
- Emphasized the company’s long-standing commitment to excellence, integrity, and client service.
2. Centennial Logo Design:
- Designed a centennial logo that encapsulates the company’s heritage and future aspirations.
- Incorporated elements that reflect the brand’s identity and history, while projecting a modern and progressive image.
3. Commemorative Book:
- Created a commemorative book that chronicles the company’s history, achievements, and contributions to the industry.
- Included stories, photographs, and milestones that highlight the company’s journey and vision for the future.
4. Centennial Website:
- Developed a dedicated website to celebrate the centennial, featuring historical content, interactive timelines, and messages from leadership.
- Ensured the website was SEO-friendly and aligned with the company’s overall digital strategy.
5. Messaging and Market Engagement:
- Crafted strategic messaging to reiterate Coopers & Lybrand’s values, vision, and mission.
- Used the anniversary as an opportunity to re-engage with clients, partners, and the market, emphasizing the company’s continued commitment to innovation and excellence.
Execution:
Laura Sauter, with extensive experience in branding and rebranding, led the project. The team focused on creating a cohesive and impactful centennial celebration that would resonate with internal and external stakeholders and reinforce Coopers & Lybrand’s market position.
Results:
- Enhanced Brand Recognition: The centennial logo and celebratory materials successfully highlighted the company’s milestone, enhancing brand recognition and engagement.
- Client and Market Re-engagement: The anniversary campaign effectively re-engaged clients and partners, reinforcing Coopers & Lybrand’s commitment to their values and vision.
- Positive Market Positioning: The strategic messaging and celebratory materials helped to solidify Coopers & Lybrand’s position as a forward-thinking and innovative firm.
Coopers & Lybrand’s centennial branding project successfully celebrated the company’s 100-year milestone while reiterating its commitment to the future. The anniversary served as a strategic opportunity to reinforce the company’s values, vision, and mission, and to re-engage with the market.
Fundamental Outlook on Branding and Rebranding:
Anniversaries are pivotal moments for companies to revisit and refine their messaging, reinforce their positioning, and set new goals. Even if a company is not undergoing a complete rebrand, such milestones offer a chance to put new stakes in the ground and communicate their enduring commitment to excellence and innovation.
Does your business have an anniversary coming up? This is a great time to honor your achievements and set a clear path for the future in terms of your business objectives, brand, and marketing. For more information on our branding and marketing services, reach out for a connect call.