Sales Collateral

Because specific corporate goals needed to be met early on in the rebranding process, developing a solution for datasheets was a top priority. Scantron's marketing collateral had been fragmented by years of inconsistency with little to no effort taken to maintain a visual identity.

It was important to develop a new datasheet template that could be applied to all of Scantron's products and services...one that would visually tie together if multiple products were presented at one time, but would also be flexible enough to apply to potential modifcations in format.

Advertising

Scantron advertising generally consists of tradeshow magazines, direct mail pieces and HTML email campaign. Scantron's corporate branding generally takes center-stage, while product branding would be reflected in the use of specific photographs, colors and logos unique to each product.

Logo Strategy

The new Scantron logo strategy was developed with a couple goals in mind: 1. Develop a consitent look across all of Scantron's products and services, 2. Develop a logo design template that would allow for the creation of new logos quickly and easily, 3. Develop logos that were not only consistent with the brand that had been cultivated, but that would easily slide into new materials that had already been designed.

Packaging

Packaging has been one of the biggest hurdles to overcome at Scantron. Scantron did not see the value in branding the vehicle in which they delivered their products. Most items were shipped to customers in plain cardboard boxes or shrinkwrapped packages. Over time, we have been able to enlighten others within the company as to the importance of the user experience from first to last touch. Thus we have begun to apply a consistent branding strategy to items such as DVD cases, documentation, and product boxes.