Brand Transition Checklist International Specialist Leader (ISL) - Cowi

Brand Transition ChecklistInternational Specialist Leader (ISL)Daughter-MotherInterim PhaseMonths 1-6Insert an Interim logo with tagline on all material.Put on sticker if preprinted.A COWI CompanyActivityCommentsMandatory (M)or Optional (O)DeadlineDone(√)Interim visual identityE-mail signature M Day 1Existing website Announce the acquisition M Day 10Telephone answering and voicemail Announce the Interim name M Day 10PowerPoint presentation M Day 10Guest cards (e.g. from the reception) M Day 10Business cards M Day 10Business documents M Day 30Letterhead M Day 30Envelopes M Day 30Direct mail M Month 6Newsletters (internal and external) M Month 6Digital newsletters (internal and external) M Month 6Update online contact information Google name and change M Month 6online phone book info etc.Loose leaves M Month 6Brochures M Month 6Christmas gifts and cards M Month 6Sponsorships E.g. conferences and fairs O Month 6Exhibitions and fairs Bring extra material that O Month 6announces the Interim nameBinding Front and back covers M Month 6Employee magazine Possible to keep original visual O/M Month 6identity, but the Interim logois mandatory

MotherMother-DaughterCampaign PhaseMonths 7-12A COWI Mother-Daughter logo is applied to all material.Stickers are not an option.NEW COMPANYActivityCommentsMandatory (M)or Optional (O)DeadlineDone(√)Daughter-MotherFull COWI Mother-Daughter visual identityExisting website Announce the acquisition M Month 12Telephone answering and voicemail Announce COWI Mother- M Month 12Daughter nameE-mail signature M Month 12PowerPoint presentation A COWI CompanyM Month 12Guest cards (e.g. from the reception) M Month 12Direct mail M Month 12Newsletters (internal and external) M Month 12Digital newsletters (internal and external) M Month 12Business documents M Month 12Business cards M Month 12Letterhead M Month 12Envelopes M Month 12Update online contact information Google name and change M Month 12online phone book info etc.Loose leaves M Month 12Brochures M Month 12Christmas gifts and cards M Month 12Sponsorships E.g. conferences and fairs M Month 12Exhibitions and fairs Bring extra material that M Month 12announces the COWI Mother-Daughter nameBinding Front and back covers M Month 12Employee magazine Possible to keep original visual O/M Month 12identity, but COWI Mother-Daughter logo is mandatorySignage M Month 12Doormats M Month 12Exterior signage M Month 12(facades and construction sites)Indoor signage M Month 12Apparel: Hard hats and work clothing M Month 12Vehicles M Month 12Merchandise M Month 12Label water and chocolates etc. M Month 12Laptop bags M Month 12Pens M Month 12Giveaways M Month 12External campaignAdvertisements: Job ads and PR M Month 12Daughter2

Re-evaluationThree years after the acquisition, a re-evaluation has to be conducted.Use the Brand Audit tool to decide whether the company transits to the COWI Mother brand.ActivityCommentsMandatory (M)or Optional (O)DeadlineDone(√)Re-evaluationBrand Audit M 3 years afterthe acquisitionFinal Campaign PhaseMonths 1-3 from the conclusion of the Brand Audit.The COWI Mother logo with a full visual identity is applied to all material.Stickers are not an option.ActivityCommentsMandatory (M)or Optional (O)DeadlineDone(√)Full COWI Mother visual identityE-mail signature M Month 3 from conclusionExisting website Announce the acquisition M Month 3 from conclusionTelephone answering and voicemail Announce COWI Mother name M Month 3 from conclusionPowerPoint presentation M Month 3 from conclusionGuest cards (e.g. from the reception) M Month 3 from conclusionDirect mail M Month 3 from conclusionNewsletters (internal and external) M Month 3 from conclusionDigital newsletters M Month 3 from conclusion(internal and external)Business documents M Month 3 from conclusionBusiness cards M Month 3 from conclusionLetterhead M Month 3 from conclusionEnvelopes M Month 3 from conclusionUpdate online contact information Google name and change M Month 3 from conclusiononline phone book info etc.Loose leaves M Month 3 from conclusionBrochures M Month 3 from conclusionChristmas gifts and cards M Month 3 from conclusionSponsorships E.g. conferences and fairs M Month 3 from conclusionExhibitions and fairs Bring extra material that announ- M Month 3 from conclusionces the COWI Mother nameBinding Front and back covers M Month 3 from conclusionEmployee magazine Possible to keep original visual O/M Month 3 from conclusionidentity, but COWI Mother logois mandatory3

Final Campaign Phase (continued)Months 1-3 from the conclusion of the Brand Audit.ActivityCommentsMandatory (M)or Optional (O)DeadlineDone(√)Full COWI Mother visual identitySignage M Month 3 from conclusionDoormats M Month 3 from conclusionExterior signage M Month 3 from conclusion(facades and construction sites)Indoor signage M Month 3 from conclusionApparel: Hard hats and work clothing M Month 3 from conclusionVehicles M Month 3 from conclusionMerchandise M Month 3 from conclusionLabel water and chocolates etc. M Month 3 from conclusionLaptop bags M Month 3 from conclusionPens M Month 3 from conclusionGiveaways M Month 3 from conclusionExternal campaignAdvertisements: Job ads and PR M Month 3 from conclusion4