Identity Standards

Suddath

Brand Identity Standards

The Suddath Companies Brand Standards and Messaging Guide

Suddath

Brand Identity Standards

Table of Contents

The Suddath Companies

Our Brand Introduction What is a Brand? The Company Name Our Story Brand Elements Core Purpose Positioning Statement Big Idea Mission Statement Values

3 4 5 6 7 9

Visual Identity Overview Brandmark

55 56 57 60 61 62 64 66 67 68 69 70 71 72 76 78 79

Brandmark Usage Brandmark Misuse Co-existing Suddath Brands Trademarks Trademarks Symbol Usage Communications Color Typography Photography Photography Examples Iconography Assets

10 11 12 13 14 15 16 17 22 25 27 30 37 54

Messaging Messaging Overview

Brand Voice Key Themes

Uniform Standards Promotional Items

Messaging Framework Messaging Foundations Business Unit Descriptions Messaging Applications Copywriting Best Practices

Suddath

Brand Identity Standards

Our Brand

3

Suddath Our Brand

Suddath

Brand Identity Standards

Our Brand

Introduction

4

Introduction

This book is a comprehensive guide through the visual and verbal communications developed for The Suddath Companies brand identity. It serves as a tool box filled with visual components and rules to deliver a range of expressions. Goals This style guide is bigger than rules and regulations. We are bravely putting a stake in the ground, defining who we are and why what we do matters, in order to have one voice, one message, and one look and feel. This is our identity, and together we will bring it to life.

For more information about this guide, please contact the Creative Services Department at ext. 1915 or ext. 7681.

Suddath

Brand Identity Standards

Our Brand

What is a Brand?

5

What Is a Brand?

A successful brand is timeless and unique—one that resonates with customers and delivers on a promise to fulfill their needs and expectations. Basically, our brand is our reputation.

How we talk about our company to others influences how they perceive our brand. We encourage you to speak positively about Suddath and direct questions to the appropriate subject matter expert. For example, if someone is curious about all the services Suddath has to offer you might say, “I can direct you to the appropriate sales person for a complete overview of all Suddath has to offer,” and then personally make an introduction. This demonstrates our willingness to go the extra mile for potential customers and a firm dedication to the Suddath core values.

Brand Ambassadors A brand ambassador is someone who talks favorably about a brand to other people, spreading positive messages through word-of-mouth.

Everyone at The Suddath Companies is a brand ambassador. Each and every associate is responsible for upholding the Brand Identity Standards and assisting their colleagues, consumers, community and prospective employees in understanding who we are and how to live out our brand. At the heart of this is an unwavering commitment to the Suddath core values (pg. 14).

For any questions on what it means to be a brand ambassador, please contact the Corporate Marketing Department.

Suddath

Brand Identity Standards

Our Brand

The Company Name

6

The Company Name

Suddath “Suddath ® ” (referring to The Suddath Companies) is the predominant identifier used for the company and its business units. In most cases, use the name “Suddath ® ” alone to identify the company and its employees, facilities, products and services. Lexicon “Lexicon ® ” (referring to Lexicon ® Relocation) is the predominant identifier used for the third-party relocation management company. In most cases, use the name “Lexicon ® ” alone to identify the company and its employees, facilities, products and services. Business Units As business units are subject to change and can sometimes cause confusion among our most important external audiences, it is recommended that business unit names be used only under the following circumstances:

business unit is needed to sell a service

• In external communications when more than one business unit is being discussed and it is important to avoid confusion or make a distinction

• In external communications when using a business unit name would help audiences better understand the company, its scope and its capabilities

• In internal communications when it’s important to distinguish one business unit from another

• In legally binding documents and contracts

• In external communications where it is necessary to indicate a business unit for legal purposes (i.e. an acquisition)

• In external communications where an emphasis on a particular

Suddath

Brand Identity Standards

Our Brand

Our Story

7

Suddath— Our Story

Before we get into the nitty-gritty details, we want to share a little history.

Our story begins in Jacksonville, Florida, circa 1919. A young mover and shaker by the name of Carl Suddath was in his prime and eager to set sail. Jacksonville was also in its prime—a burgeoning city poised to become the next Hollywood. Northern socialites and film stars were flocking into town by the trainful, and they were bringing with them all of their prized (and heavy) possessions. This migration pattern presented a need, and with it, an opportunity—and young Suddath was the only one who had the foresight to seize it. Two mules and a cart later, he found himself hauling family heirlooms, furniture and heavy trunk loads from train stations to seaside mansions. It was a completely untapped industry, and our forefather soon found himself with mounds of work and a booming business.

Carl Suddath’s nimble and hardworking spirit is still with us today— and we still carry his proud name.

A proud family of movers and shakers.

Suddath

Brand Identity Standards

Our Brand

Brand Elements

9

Brand Elements

Description

Purpose

Core Purpose

Why we exist.

Allows us to articulate why we do what we do—the greater meaning behind our work.

Positioning Statement

What makes us different and relevant.

Helps us define and communicate both the category we operate in and our distinction within that category.

Big Idea

Our brand essence.

Summarizes our brand components in one, compact phrase that should guide every action and decision we make.

Suddath

Brand Identity Standards

Our Brand

Core Purpose

10

Core Purpose | Why we exist.

Rationale

We exist to… Reimagine the way the world moves.

Reimagine Constantly rethinking and reimagining, looking towards the future

the way Always solving for a better way

the world People, businesses and products

moves The flow, pace and heartbeat of ideas, data and goods

Suddath

Brand Identity Standards

Our Brand

Positioning Statement

11

Positioning Statement | What makes us different and relevant.

Rationale

Suddath is the only global transportation, logistics and relocation management company that... takes moving the world personally.

moving The flow of people, businesses and products; emotionally “moving” people

the world There is no limit to our reach and where we can go

personally We take every step like it’s our own, and know that getting it right matters

Suddath

Brand Identity Standards

Our Brand

Big Idea

12

Big Idea | Our brand essence.

Rationale

Mobilizing Opportunity ®

Mobilizing “To bring together for action” our team, our clients, our people

Opportunity Ability to see what can be, a smarter way to move toward an end goal, a better future for our clients, employees and communities

Suddath

Brand Identity Standards

Our Brand

Mission Statement

13

Mission Statement

To reimagine the way the world moves, offering personal solutions and endless opportunities that matter.

Suddath

Brand Identity Standards

Our Brand

Values

14

Values

1. Integrity–We do the right thing. 2. Trust–We fulfill our promises.

3. Innovation–We’re always reinventing. 4. Commitment–We’re personally invested. 5. Teamwork–We win together.

Suddath

Brand Identity Standards

Messaging

15

Suddath Messaging

Suddath

Brand Identity Standards

Messaging

Overview

16

Messaging Overview

Effective communication is achieved through three main objectives: clarity, personality and consistency. The clarity piece helps us articulate our value in simple and succinct ways. This keeps us sounding focused and grounded, rather than scattered and confused. The personality piece is all about speaking in human, relatable and unique ways. This allows us to stand out from our competition and make powerful connections with our audience. Consistency is all about the power of repetition: the more our audience hears the same messages, the more familiar they will become with our brand.

This guide provides the tools and applications needed to express who we are, what we do and why what we do matters in a clear, compelling and consistent manner.

Suddath

Brand Identity Standards

Messaging

Brand Voice

17

Brand Voice

Our Brand Voice is the unique manner in which we speak to the world. It helps us articulate our distinct personality and allows us to sound cohesive and unified, rather than scattered and segmented.

Suddath

Brand Identity Standards

Messaging

Personality Attributes

18

Brand Voice | Personality Attributes | Our main characteristics.

Stronger Together

When we’re all on the same side, all marching towards the same goal—we cannot be beat.

Driven By People

Our strength begins and ends with our care for people and drive for taking them where they need to go.

Winning Spirit

Scrappy determination that goes beyond what’s expected, unlimited in a relentless pursuit of opportunity at every level.

Smart & Nimble

Not just clever and quick to the task, we see what others don’t, flexing and reorganizing to find the best way.

Proudly Rooted

Grounded in a compelling story of pride and humility, our legacy was built from hardworking, get-it-done movers and forward-thinkers.

Suddath

Brand Identity Standards

Messaging

Brand Voice

19

Brand Voice | A narrative that describes who we are, next to who we aren’t.

We Are… A proud family of movers and shakers. We create endless opportunities with a risk-taking spirit that comes from a long line of hardworking heroes. Our position was earned from the ground up and we continue to overcome obstacles and expectations. We are the gold standard in service and safety. Broad appeal with loyal fans across the globe. Recognized for our breadth, our scope, our experience. Versatile across service offerings, yet united in our care for people and disregard for complacency.

We Aren’t… We aren’t fancy or high class. We aren’t only trying to service those of an upper echelon. Our business might be everyday and utilitarian but our thinking isn’t.

We don’t give up. Never sit down. Mountains won’t get in our way. When we put our mind to the task and we’re all on the same side, we can’t be beat.

We aren’t sly or overly salesy. We don’t bend the rules or try to pull one over. Our word and integrity is unwavering and we don’t promise what we can’t deliver.

Our business is age-old, but we’re always evolving it. Carefully plotting the next steps. Nimbly flexing and finding new routes. Reinventing the standard with sharp focus and relentless determination.

Suddath

Brand Identity Standards

Messaging

Brand Voice

20

Brand Voice

We sound like this

Not this

Conversational Friendly Smart Straightforward Considerate Flexible Professional Interesting Seasoned

Super Casual Pushy Academic Lacking Substance

Sappy Flimsy Dry Eccentric Old Fashioned

Now that we understand the heart of Suddath, how do we express it to the outside world?

Suddath

Brand Identity Standards

Messaging

Key Themes

22

Key Themes

Across the organization, there are key themes that infuse all of the work that we do. These main functional and emotional benefits we offer should be communicated to our audience as much as possible.

Suddath

Brand Identity Standards

Messaging

Key Themes

23

Key Themes

Reimagining

We are always looking toward the future, redefining how the world moves—every day, client by client, inside and outside the organization.

Global

Our breadth and reach stretches far and wide, across oceans and continents, everywhere our clients are.

Thinking & Doing

All of our departments employ both the high-level thinking of move managers and strategists with the ground level execution of professional lifters and haulers.

Opportunity

With a nimble approach, we relentlessly find and seize the best way for people to get to the other side of their goals, their aspirations, their next move.

Personal

What we do matters because we’re helping people go new places every day, with an honest and human touch that makes clients, employees and communities feel cared for.

Suddath

Brand Identity Standards

Messaging

Toolkit

24

Tool

Description

Purpose

Components

Messaging Framework

A filter for writing content

Allows us to speak with clarity and consistency across all communications

Big Idea Key Themes Brand Voice

Messaging Foundations

A high-level “tool kit” of tactical messages

Helps us express who we are and what we do in succinct, yet compelling ways

Tagline Conversation Starter Opening Paragraph Business Unit Descriptions

Messaging Applications

The way our voice shifts, depending on audience and situation

Guides us in adding depth and texture to our voice for different contexts

Audience Filter Voice & Tone in Practice

Suddath

Brand Identity Standards

Messaging

Messaging Framework

25

Messaging Framework

When we communicate, we need to speak with consistency across all platforms. The value of repetition is that people will soon become familiar with what we’re saying and why it matters. This Framework allows us to “check off the boxes” in order to capture the key points that need to be communicated.

We won’t always be able to express every aspect of the Framework, but we should try to check off as many boxes as we can.

Suddath

Brand Identity Standards

Messaging

Messaging Framework

26

Messaging Framework

Big Idea

No matter what we’re executing, the meaning packed into our Big Idea should be either directly or indirectly tied in. It’s not about always using these exact words, but communicating the sentiments behind the statement. (See definition on pg. 12)

MOBILIZING OPPORTUNITY

Key Themes

REIMAGINING

GLOBAL

We should always communicate at least two of these themes. (See definitions on pg. 23)

THINKING & DOING

OPPORTUNITY

PERSONAL

Brand Voice/Attributes

We should always communicate at least two of these attributes. (See definitions on pg. 18)

STRONGER TOGETHER

DRIVEN BY PEOPLE

WINNING SPIRIT

SMART & NIMBLE

PROUDLY ROOTED

Suddath

Brand Identity Standards

Messaging

Messaging Foundations

27

Messaging Foundations

Foundations are a tool kit of high-level tactical messages that allow us to describe who we are and what we do in a consistent and compelling way.

Suddath

Brand Identity Standards

Messaging

Conversation Starter

28

Conversation Starter

What We Did

Messaging Framework (pg. 26)

• Rather than listing off business units, we began with an overview of the organization to show that we’re one entity, not segmented fractions. • Instead of calling out “customized solutions,” we speak to our flexibility with relatable examples. • Added language around our personal approach to tap into the emotional value we provide.

MOBILIZING OPPORTUNITY

Before

Whether you are moving employees, relocating or refurnishing office space, or have transportation, warehousing and storage needs, let Suddath ® provide a customized solution.

REIMAGINING

GLOBAL

After

THINKING & DOING

Suddath is a transportation, logistics and relocation management company that takes moving personally —whether that’s transporting sensitive cargo around the world or your family around the corner.

OPPORTUNITY

PERSONAL

STRONGER TOGETHER

DRIVEN BY PEOPLE

WINNING SPIRIT

SMART & NIMBLE

PROUDLY ROOTED

Suddath

Brand Identity Standards

Messaging

Opening Paragraph

29

Opening Paragraph

What We Did

Messaging Framework (pg. 26)

• Began with an emotional connection, rather than history, to draw the reader in.

MOBILIZING OPPORTUNITY

Before

• Tied entrepreneurial roots to present day.

Founded in 1919 and headquartered in Jacksonville, Florida, Suddath is a diversified group of domestic and international service companies. Our affiliates specialize in worldwide household goods relocations, global mobility, commercial moving and workplace solutions, warehousing and logistics management, trade show and exhibit display transportation and management, and specialized services.

• Instead of listing segmented business units, we unified the organization as a whole.

REIMAGINING

GLOBAL

• Ended with a strong statement that packs a punch.

THINKING & DOING

• Added language that captures all of the sentiments in our Framework.

After

OPPORTUNITY

At Suddath, we take moving personally—understanding that all cargo is precious and every step matters. A family company, born and bred in Jacksonville, Florida, we’ve grown from one spirited entrepreneur with a cart and two mules to a global company that moves people, businesses and products anywhere a truck, jet plane or cargo ship will take us. Our determined team flexes across the spectrum of industry offerings, own- ing both the 30,000-foot thinking and the boots-on-the-ground tactics needed to transport people to the other side of opportunity.

PERSONAL

STRONGER TOGETHER

DRIVEN BY PEOPLE

WINNING SPIRIT

SMART & NIMBLE

PROUDLY ROOTED

Suddath

Brand Identity Standards

Messaging

Division Descriptions

30

Business Unit Descriptions

Suddath is a large company that has many moving parts, but we break it down into three main groups: People, Businesses and Products. These descriptions are examples of how we introduce each of our business units at a high level, without getting into the details.

Suddath

Brand Identity Standards

Messaging

Global Mobility Description

31

Corporate Moving & Relocation Management Description

What We Did

Messaging Framework (pg. 26)

• Broadened the description to include relocation management and household goods.

MOBILIZING OPPORTUNITY

Before

• Removed calling Lexicon out as a separate entity.

Lexicon Relocation LLC is a subsidiary of Suddath ® that provides a wide array of services designed to meet all of your employee relocation needs. These services include candidate care, global mobility, global assignment compensation, client support, business solutions and general administration.

• Rather than listing out all of the services, we highlighted the emotional and functional value. • Used language like “people,” “local knowledge,” “up close and personal,” and “move you every step of the way” to highlight our personal approach as

REIMAGINING

GLOBAL

THINKING & DOING

After

OPPORTUNITY

well as the most pertinent key themes and attributes.

Corporate Moving & Relocation Management is all about people— moving you to every corner of the world through expert management, communication and local knowledge that feels up close and personal. More than just pointing you forward, we move you every step of the way.

PERSONAL

STRONGER TOGETHER

DRIVEN BY PEOPLE

WINNING SPIRIT

SMART & NIMBLE

PROUDLY ROOTED

Suddath

Brand Identity Standards

Messaging

Residential Moving Description

32

Residential Moving Description

What We Did

Messaging Framework (pg. 26)

• Emphasized moving families and their goods, not businesses.

MOBILIZING OPPORTUNITY

Before

• Highlighted the emotional and functional benefits, rather than the number of moves. • Demonstrated how we build trust, instead of just saying we build it. • Used phrases like “someone on your side,” “anticipate your needs” and “put your worries to rest” to emphasize our personal side and speak to the other key themes and attributes.

If you are moving your household goods or business across the city or the country, Suddath ® is an expert you can trust. We provide more than 35,000 domestic moves per year.

REIMAGINING

GLOBAL

After

THINKING & DOING

Moving your life requires much more than just the physical demands of lifting and hauling—you need someone on your side who can anticipate your needs and put your worries to rest before the first box is even packed.

OPPORTUNITY

PERSONAL

STRONGER TOGETHER

DRIVEN BY PEOPLE

WINNING SPIRIT

SMART & NIMBLE

PROUDLY ROOTED

Suddath

Brand Identity Standards

Messaging

Government Services Description

33

Government Services Description

What We Did

Messaging Framework (pg. 26)

• Highlighted the partnership aspect as well as the pride we feel in working with the military. • Emphasized our understanding and empathetic approach to the unique needs and challenges that government employees face. • Focused on the audience’s needs and how we can help, rather than on our accomplishments.

MOBILIZING OPPORTUNITY

Before

Suddath is an approved General Services Administration (GSA) provider and has helped countless military families get packed, moved and settled in at destination. With a dedicated move coordinator from Suddath in place, families have a single point of contact for all questions and con- cerns, making the relocation process much simpler .

REIMAGINING

GLOBAL

• Spoke directly to the audience by using “you” and “your.”

THINKING & DOING

After

OPPORTUNITY

• Used words and phrases like “proudly,” “partnering,”

Our Government Services team proudly manages relocation needs for military and government families around the world. Partnering with us means you get an empathetic and experienced approach that comes from generations of knowing the people we serve.

“empathetic” and “knowing the people we serve” to emphasize our personal approach as well as our other key themes and attributes.

PERSONAL

STRONGER TOGETHER

DRIVEN BY PEOPLE

WINNING SPIRIT

SMART & NIMBLE

PROUDLY ROOTED

Suddath

Brand Identity Standards

Messaging

Workplace Solutions Description

34

Workplace Solutions Description

What We Did

Messaging Framework (pg. 26)

• Focus on rewards, rather than pain points.

MOBILIZING OPPORTUNITY

Before

• Used relatable examples rather than calling out a step-by-step process.

Rearranging your workspace or relocating your office is no task to try and tackle in house. At Suddath, our comprehensive solutions address the inter-related space, furniture, technology and employee planning aspects of business relocation. We convert big challenges into a manageable step by step process and do it with a level of sophistication that is un- matched in our industry.

• Highlighted breadth of service, rather than listing all services.

REIMAGINING

• Added language like “handle it all,” “consistent process,” “deep understanding” and “world-class rewards” to highlight the most pertinent key themes and attributes.

GLOBAL

THINKING & DOING

After

OPPORTUNITY

Our workplace strategists are dedicated to your business relocation, asset management and facility support needs. We handle it all—from transitioning one facility across town to solving complex asset and facility challenges in all of your locations around the world. With a deep understanding of your workplace environment, a broad spectrum of services and a personal touch, we keep your business moving forward.

PERSONAL

STRONGER TOGETHER

DRIVEN BY PEOPLE

WINNING SPIRIT

SMART & NIMBLE

PROUDLY ROOTED

Suddath

Brand Identity Standards

Messaging

Global Logistics Description

35

Logistics Description

What We Did

Messaging Framework (pg. 26)

• Highlighted the emotional and functional value we provide, rather than listing our specific services.

MOBILIZING OPPORTUNITY

Before

As a leading transportation company, Suddath ® specializes in third party logistics for corporations around the world including logistics management, warehousing and distribution, transportation and freight forwarding.

• Emphasized our end-to-end, comprehensive approach.

REIMAGINING

• Used industry-specific terms that speak our audience’s language.

GLOBAL

• Used language like “flexing across your spectrum of needs,” “manage all the moving parts” and “from receiving the order

After

THINKING & DOING

Our expert supply chain integrators help you move, store and distribute goods and assets, flexing across your spectrum of needs. We go beyond the four walls of a facility to manage all the moving parts—from receiving the order to going the final mile.

OPPORTUNITY

to going the final mile” to emphasize our key themes and attributes.

PERSONAL

STRONGER TOGETHER

DRIVEN BY PEOPLE

WINNING SPIRIT

SMART & NIMBLE

PROUDLY ROOTED

Our Framework and Foundations give us the tools we need to quickly and clearly communicate. Now we get to see how these elements are applied in relevant situations.

Suddath

Brand Identity Standards

Messaging

Messaging Applications

37

Messaging Applications

This section of the guide helps us understand our four main audiences and how to effectively communicate with each one. We can’t always capture every sentiment in our Framework, so we should focus on the ones that matter most to the audience, based on their mindset, needs and goals.

Suddath

Brand Identity Standards

Messaging

B2B Mid Market Growth

38

Audience Filter B2B Mid-Market Growth

I need a single point of contact at the VP/C-level who shares my values and will think ahead—leading me toward innovative answers, rather than just taking orders.

Suddath

Brand Identity Standards

Messaging

B2B Mid Market Growth

39

Who are they?

Mindset

Messaging Framework (pg. 26)

• Stressed with a high- pressure job • Focused on the bottom line • Time-starved • Heavy responsibilities • Results-oriented • Open to radical/more risky ideas • Not easily swayed, once their mind has been made up • Demanding—needs immediate

Regional VP-level execs who are players emerging on the national stage and have an increasing need for mobility across our three verticals.

MOBILIZING OPPORTUNITY

(Sample Brands: Darden, Tiffany & Co., ADT)

REIMAGINING

responses/direct access to decisionmakers/single point of contact

GLOBAL

THINKING & DOING

OPPORTUNITY

How We Help Them Succeed

PERSONAL

We keep their business on the move, partner with them to find opportunity and ensure that they have what they need to grow.

STRONGER TOGETHER

DRIVEN BY PEOPLE

WINNING SPIRIT

SMART & NIMBLE

PROUDLY ROOTED

Suddath

Brand Identity Standards

Messaging

B2B Mid Market Growth

40

Voice & Tone in Practice

Example Conversation

I work for Suddath, a global transportation, logistics * and relocation company. We’ve been in the business for years and continually reimagine the best way to move people, businesses, and products anywhere a truck, jet plane or cargo ship will take us. As your partners , we employ both high-level thought leadership and ground-level execution to get your business where it needs to go .

This page demonstrates how to use the Messaging Framework to introduce Suddath to this particular audience. While we can’t capture every sentiment, we have to focus on the key themes and attributes that best connect with their needs. This also demonstrates how to capture our key themes and attributes without necessarily saying the exact words.

* Use “logistics” when speaking to a logistics client/partner.

Framework in Context

REIMAGINING

STRONGER TOGETHER

SMART & NIMBLE

“reimagine”

“partners”

“anywhere”

WINNING SPIRIT

THINKING & DOING

OPPORTUNITY

“best”

“thought…execution”

“where it needs to go”

Suddath

Brand Identity Standards

Messaging

B2B Mid Market Growth

41

Voice & Tone in Practice

Example Print Ad

Tone Shift

What We Did

This page demonstrates how to shift our Opening Paragraph (pg. 29) for this particular audience.

Opportunity Bound

• Added a headline and subheadline that capture the attention of this particular audience by focusing on the things they care about most: opportunity and results across their spectrum of needs. • Because this audience cares less about our personal approach and proud roots, and more about the other aspects of our brand, we removed those sentiments to slightly shift the overall tone of the paragraph.

At Suddath, we take moving personally—understanding that all cargo is precious and every step matters. A family company, born and bred in Jacksonville, Florida, we’ve grown from one spirited entrepreneur with a cart and two mules to a global company that moves people, businesses, and products anywhere a truck, jet plane or cargo ship will take us. Our determined team flexes across the spectrum of industry offerings, owning both the 30,000-foot thinking and the boots on

Move your people, business and products forward.

A family company, born and bred in Jacksonville, Florida, we’ve grown from one spirited entrepreneur to a global company that moves people, businesses and products anywhere a truck, jet plane or cargo ship will take us. Our determined team flexes across the spectrum of industry offerings, owning both the 30,000-foot thinking and the boots-on-the-ground tactics needed to transport people to the other side of opportunity.

the ground tactics needed to transport people to the other side of opportunity.

Suddath

Brand Identity Standards

Messaging

B2B Global Large Cap

42

Audience Filter B2B Global Large Cap

I need a long-term, stable partner who knows the in’s and out’s of my niche area, is sophisticated enough to play on a global level and offers me solid execution and fresh ideas at a competitive rate.

Suddath

Brand Identity Standards

Messaging

B2B Global Large Cap

43

Who are they?

Mindset

Messaging Framework (pg. 26)

• High-pressure position on an international stage • Prideful • Wants to impress the C-Level bosses • Cares about growing the business • Needs quick answers • Tough negotiator • Risk-averse

Manager/Director at a large global company who is looking for a partner across our relocations, workplace solutions and logistics verticals.

MOBILIZING OPPORTUNITY

(Sample Brands: Intel, Coca-Cola)

REIMAGINING

• Values proven solutions • Needs a partner who can take the reins

GLOBAL

THINKING & DOING

OPPORTUNITY

How We Help Them Succeed

PERSONAL

We know their specific needs before they do, execute well every time and help them exceed the expectations of their C-Level directors.

STRONGER TOGETHER

DRIVEN BY PEOPLE

WINNING SPIRIT

SMART & NIMBLE

PROUDLY ROOTED

Suddath

Brand Identity Standards

Messaging

B2B Global Large Cap

44

Voice & Tone in Practice

Example Conversation

I work for Suddath, a global transportation, logistics * and relocation company. We’ve been leading the industry for years and know how to deliver opportunity for you and your business. We understand the nuances of your sector and can seamlessly manage your employee relocation process as well as create a detailed strategy for moving, storing and distributing your goods and assets.

This page demonstrates how to use the Messaging Framework to introduce Suddath to this particular audience. While we can’t capture every sentiment, we have to focus on the key themes and attributes that best connect with their needs. This also demonstrates how to capture our key themes and attributes without necessarily saying the exact words.

* Use “logistics” when speaking to a logistics client/partner.

Framework in Context

GLOBAL

WINNING SPIRIT

OPPORTUNITY

“global”

“leading”

“opportunity”

SMART & NIMBLE

THINKING & DOING

“understand the nuances”

“manage…moving, storing and distributing”

Suddath

Brand Identity Standards

Messaging

B2B Global Large Cap

45

Voice & Tone in Practice

Example Print Ad

Tone Shift

What We Did

This page demonstrates how to shift our Opening Paragraph (pg. 29) for this particular audience.

Move your world forward. Suddath is a global company that moves people, businesses and products anywhere a truck, jet plane or cargo ship will take us. Our determined team flexes across the spectrum of industry offerings, owning both the 30,000-foot thinking and the boots-on-the-ground tactics needed to transport people to the other side of opportunity.

• Because this audience includes global leaders, we added a headline that will speak to our world-wide reach and capabilities. • Removed the first few lines of the opening paragraph because this audience cares most about what we can do for them, not about our history and approach. They generally prefer language that gets straight to the point.

At Suddath, we take moving personally—understanding that all cargo is precious and every step matters. A family company, born and bred in Jacksonville, Florida, we’ve grown from one spirited entrepreneur with a cart and two mules to a global company that moves people, businesses and products anywhere a truck, jet plane or cargo ship will take us. Our determined team flexes across the spectrum of industry offerings, owning both the 30,000-foot thinking and the boots on

the ground tactics needed to transport people to the other side of opportunity.

Suddath

Brand Identity Standards

Messaging

Quality-Minded Consumer

46

Audience Filter Quality-Minded Consumer

I wish I had a go-to mover who I can trust with my personal things and who could take the burden of moving off my family’s shoulders.

Suddath

Brand Identity Standards

Messaging

Quality-Minded Consumer

47

Who are they?

Mindset

Messaging Framework (pg. 26)

• Stressed • Worried about strangers handling their personal items • Concerned with what they’ll find on the other side • Preoccupied with other moving matters • Haven’t had good moving experiences in the past • Not much trust in the industry • Is impressed with unexpected professionalism and a personal touch • Looking for local information/tips

Household goods consumer who is looking to move their family to a new city.

MOBILIZING OPPORTUNITY

REIMAGINING

GLOBAL

THINKING & DOING

OPPORTUNITY

How We Help Them Succeed

PERSONAL

We provide real value: the experience, service, flexibility and credibility families need to get where they’re going and the confidence that everything is being expertly handled along the way.

STRONGER TOGETHER

DRIVEN BY PEOPLE

WINNING SPIRIT

SMART & NIMBLE

PROUDLY ROOTED

Suddath

Brand Identity Standards

Messaging

Quality-Minded Consumer

48

Voice & Tone in Practice

Example Conversation

I work for Suddath, a family-owned transportation and relocation company. Our professional team understands that moving is personal . It’s not just about getting you and your family there on time and making sure that all your things are properly packed , it’s about anticipating your concerns before you get them, easing your mind before you ask and handling your personal cargo like it’s our own .

This page demonstrates how to use the Messaging Framework to introduce Suddath to this particular audience. While we can’t capture every sentiment, we have to focus on the key themes and attributes that best connect with their needs. This also demonstrates how to capture our key themes and attributes without necessarily saying the exact words.

Framework in Context

PROUDLY ROOTED

PERSONAL

“family-owned”

“personal”

THINKING & DOING

DRIVEN BY PEOPLE

“packed…anticipating”

“personal cargo like it’s our own”

Suddath

Brand Identity Standards

Messaging

Quality-Minded Consumer

49

Voice & Tone in Practice

Example Print Ad

Tone Shift

What We Did

This page demonstrates how to shift our Opening Paragraph (pg. 29) for this particular audience.

Your Move is Our Move.

• Added a headline that speaks directly to this segment and the emotional value we provide. • This audience cares most about our personal approach and our family-oriented background, so we cut out the last few sentences to focus on these things.

At Suddath, we take moving personally—understanding that all cargo is precious and every step matters. A family company, born and bred in Jacksonville, Florida, we’ve grown from one spirited entrepreneur with a cart and two mules to a global company that moves people, businesses and products anywhere a truck, jet plane or cargo ship will take us. Our determined team flexes across the spectrum of industry offerings,

At Suddath, we take moving personally—understanding that all cargo is precious and every step matters. A family company, born and bred in Jacksonville, Florida, we’ve grown from one spirited entrepreneur with a cart and two mules to a global company that moves people, businesses and products anywhere a truck, jet plane or cargo ship will take us.

owning both the 30,000-foot thinking and the boots on the ground tactics needed to transport people to the other side of opportunity.

Suddath

Brand Identity Standards

Messaging

Government & Military

50

Audience Filter Government & Military

I need a government approved vendor who stands apart with a proven track record of understanding the in’s and out’s of relocating government and military families.

Suddath

Brand Identity Standards

Messaging

Government & Military

51

Who are they?

Mindset

Messaging Framework (pg. 26)

• Feels the heavy burden of moving • Highly systematic and proactive • Will do anything to get the job done • Stickler for the rules/process • Lots of oversight • Patriotic

Government and military families being relocated across the country or to an international location, as well as relocation personnel who handle moving these people.

MOBILIZING OPPORTUNITY

REIMAGINING

GLOBAL

THINKING & DOING

OPPORTUNITY

How We Help Them Succeed

PERSONAL

We really understand the industry—the sensitivities and complexities involved, what it takes to physically move as well as managing the relocation process domestically and internationally.

STRONGER TOGETHER

DRIVEN BY PEOPLE

WINNING SPIRIT

SMART & NIMBLE

PROUDLY ROOTED

Suddath

Brand Identity Standards

Messaging

Government & Military

52

Voice & Tone in Practice

Example Conversation

I work for Suddath, a global transportation and relocation company that has been proudly serving the U.S. military and government for decades. As a preferred contractor , we know how to drive obstacles to opportunity and expertly manage and execute your most complex moves.

This page demonstrates how to use the Messaging Framework to introduce Suddath to this particular audience. While we can’t capture every sentiment, we have to focus on the key themes and attributes that best connect with their needs. This also demonstrates how to capture our key themes and attributes without necessarily saying the exact words.

Framework in Context

GLOBAL

PROUDLY ROOTED

WINNING SPIRIT

“global”

“proudly serving”

“preferred contractor”

OPPORTUNITY

THINKING & DOING

“opportunity”

“manage and execute”

Suddath

Brand Identity Standards

Messaging

Government & Military

53

Voice & Tone in Practice

Example Print Ad

Tone Shift

What We Did

This page demonstrates how to shift our Opening Paragraph (pg. 29) for this particular audience.

Mobilizing Our Troops to Move Yours. Suddath is a preferred government transportation and relocation provider that moves people, equipment and facilities anywhere a truck, jet plane or cargo ship will take us. Our determined team owns both the 30,000-foot thinking and the boots-on-the-ground tactics needed to transport people to the other side of opportunity.

• Added a compelling headline that speaks directly to this audience. • Because this is a niche audience and industry, we shifted the statement to include language

At Suddath, we take moving personally—understanding that all cargo is precious and every step matters. A family company, born and bred in Jacksonville, Florida, we’ve grown from one spirited entrepreneur with a cart and two mules to a global company that moves people, businesses and take us. Our determined team flexes across the spectrum of industry offerings, owning both the 30,000-foot thinking and the boots on the ground tactics needed to transport people to the other side of opportunity. products anywhere a truck, jet plane or cargo ship will

about our experience and expertise in this market.

• Removed the aspects that are least important to this audience.

Suddath

Brand Identity Standards

Messaging

Copywriting Best Practices

54

Copywriting Best Practices

1. Sound Human We want to sound personable and conversational as much as possible, so avoid using technical terms, industry jargon and dry language. 2. Be Succinct When writing copy, it’s good to ask, “What is my main point and how can I get there as quickly as possible?” Try to write the one sentence version of your point and then build from there. Re-read sentences and cut words that don’t count. 3. Connect the Dots Writing paragraphs of copy should flow like a story. Each sentence should build on the one before it and not jump from one point to something unrelated. Read your paragraph out loud to make sure it flows.

4. Break Up Copy Small chunks of copy are much easier for people to retain, so you should try to stay in the 40-55 word/paragraph range. A good tip to remember is that when you start a new thought, you should begin a new paragraph. 5. Know Your Audience Always consider who you’re talking to and in what context. You won’t sound the same on LinkedIn as you will on Facebook, and you don’t speak the same to a potential client as you do to a co-worker. Make sure your tone is appropriate for the situation.

Suddath

Brand Identity Standards

Visual Identity

55

Suddath Visual Identity

Suddath

Brand Identity Standards

Visual Identity

Overview

56

Suddath

Brand Identity Standards

Visual Identity

Brandmark

57

Brandmark

The brandmark is the simplest expression of Suddath. The primary brandmark should appear on all company communications. Consistent use of the brandmark will ensure strong brand integrity and recognition. Never recreate the brandmark or any of its elements; only use official, pre-prepared art files.

Primary Brandmark

The approved Suddath brandmarks are available for download on Ignition.

Symbol

Suddath

Brand Identity Standards

Visual Identity

Brandmark Usage

58

Brandmark Usage

Shown here is the correct representation of the Suddath brandmark in its standard color formats.

Dark Background Because the Suddath blue does not provide adequate contrast when placed on a dark background, the brandmark can be shown in reverse type in these situations. When using the reverse option, the brandmark must appear only in white (never mixing color and white unless approved by Creative Services). Mid-Range Background Because the Suddath blue does not provide adequate contrast when placed on a mid-range background, the brandmark can be shown in black type in these situations. When using the black option, the brandmark must appear only in black (never mixing color and black). No special color combinations may be used unless approved and produced as artwork by Creative Services.

Suddath

Brand Identity Standards

Visual Identity

Brandmark Usage

59

Brandmark Usage

Special Usage The need to alter brandmarks based on certain design requirements may arise. This is a change that can only be made by Creative Services. Please contact ext. 1915 or ext. 7681 with any questions.

Suddath

Brand Identity Standards

Visual Identity

Brandmark Usage

60

Brandmark Usage

Clear Space To ensure visual clarity, allow for ample space around the brandmark. This exclusion zone should be free from any other elements. Use the lowercase “u” in Suddath as a scalable measuring device.

Sizing To ensure legibility, adhere to the minimum reproduction size of each individual brandmark layout.

Symbol

Print

2”

0.5”

Digital

144px

Suddath

Brand Identity Standards

Visual Identity

Brandmark Misuse

61

Brandmark Misuse

A

B

A great deal of thought and effort has gone into determining the perfect relationship between the elements that make up our brandmark. Do not attempt to recreate these elements. Always use the approved artwork and always follow these rules when using it.

A. DO NOT use unapproved layouts B. DO NOT use unapproved colors C. DO NOT stretch or condense D. DO NOT add elements inside the exclusion zone E. DO NOT use unapproved fonts F. DO NOT alter elements G. DO NOT rotate the brandmark H. DO NOT scale a portion of the mark

C

D

E

F

G

H

Suddath

Brand Identity Standards

Visual Identity

Co-existing Suddath Brands

62

Co-existing Suddath Brands

These additonal brandmarks can be found on the marketing and business development portal, Ignition.

For questions regarding Lexicon Brand Standards, please contact Kelly Evans at Kevans@lexiconrelocation.com

The following Mayflower brands exist as a part of the UniGroup network.

Suddath

Brand Identity Standards

Visual Identity

Trademarks

63

Trademarks

Trademarks are valuable assets of Suddath (“Company”) and have been developed through large initial investments which require continuing effort and expenditures for their maintenance. The purpose and function of our Company’s many trademarks is to identify the Suddath brand and to distinguish us from our competition. Since a trademark can be lost or have its value impaired by improper use, the form and nature of the use of our various trademarks is extremely important in the preservation of this valuable asset. It might be noted that some large companies do not always use the Registration Notice (as defined below) with the use of their marks. A large company might not need to use the Registration Notice because the general public knows who owns the mark (i.e., Nike). Suddath is a small to medium size company and recognized in a smaller market; therefore, it should take steps to protect its trademarks. Companies that failed to take simple steps, as outlined below, to protect their trademarks, have lost their trademarks and seen their trademark become generic, such as kleenex, escalator, kerosene, corn flakes, linoleum, dry ice, cellophane, shredded wheat and mimeograph.

This Trademark Usage Policy is intended to assist in the proper use of our Company’s various trademarks. Presently, Suddath has the following registered trademarks:

Suddath ® Suddath and the S ® Symbol Lexicon ® Relocation Reimagine the Way the World Moves ® Opportunity on the Move SM Setting the Standard for Moving the World ® Mobilizing Opportunity ®

Government Services ® Moving Guru ® Relocation Zone ® RENT | STORE | MOVE ®

In order to protect our Company’s collective marks, the rules set forth below must be followed:

1. The R within a circle, “®” (the “Registration Notice”), must be used in all uses of the Suddath brandmark. (The S symbol)

2. In addition to the Suddath brandmark, the Registration Notice must be used the first time one of the above trademarks is used on every web page. A Registration Notice is not used when referring to a company by its legal name or by its fictitious name (i.e., d/b/a).

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