Ardgowan Hospice

 Ardgowan Hospice

Ardgowan Hospice is based in Greenock, Inverclyde. The charity was established in 1981 to enhance the lives of local people affected by cancer and other serious life limiting illnesses.

The hospice cares for nearly 1,000 individuals each year living in Greenock, Port Glasgow, Kilmacolm, Gourock, Inverkip and Wemyss Bay.

The majority of care goes to the patients, families and carers focuses upon symptom management, rehabilitation, respite admissions, psychological support and care at the end of life.

All services the Ardgowan hospice provide are free of charge.

The charities marque is simple yet  sends a clear message, using the colours of blue and white. The blue demonstrates loyalty and trust for the charity and the white clashes with the blue demonstrating  the power and drive the charity strive for when helping with the local people get better. The colours also work extremely well together as they clash and ultimately grab our attention. By using the colour blue, this shade is calming and demonstrates how much loyalty and trust the staff have and how they are willing to commit to their patients and their families.The heart used in the logo shows the love and compassion that the staff/volunteers put towards their work and they love also demonstrates the patients and families love towards one another and the charity.

With the modern marque, the clashing colours this will stand out in the local area especially to a younger audience and to potential volunteers who may notice the charity and want to contribute. No other charities in the area use the colour blue making the charity instantly recognisable which contributes to the corporate image of the charity and also makes them unique.

Physical elements the charity have are included within their logo or marque on the specific merchandise e.g. bags and pens etc. Volunteers and staff also wear the official logo on a badge and they wear the offical nursing uniform for the charity. The website is also a physical element displaying and representing the charity.

 

The charity's mission statement: "Ardgowan Hospice, supported by the local community, aims to provide the highest quality care for patients and families living with a life limiting illness. We value quality of life, dignity, privacy and individual choice."

This implies that the staff and volunteers are key to the foundation of this mission. They know what they are striving for and are willing to support families and individuals decisions and requests. Ardgowan Hospice has been an ongoing charity within the local area and aided numerous patients and families during their time of need. Most people are surprised to learn that the annual running costs for the charity are in excess of £2.9 million. They receive in the region of 40% of these costs from the local NHS and must therefore raise approximately £4,800 each and every day of the year through their own resources. 

 

The charity has done extremely well with fundraising and without the support of the local community coming together; patients, families and individuals wouldn't get the help and support and care they need.

Clydeview Academy

Clydeview Academy  

Clydeview Academy first opened in June 2011 where two of best performing schools in the Inverclyde area; Gourock High School and Greenock Academy were merged together. The school aims to project their four values of Respect, Friendship, Success and Equality.

The Clydeview marque is bold and clear, using the colours of purple and white. The purple demonstrates loyalty and luxury for the school and the white clashes with the purple demonstrating  the power and drive the students strive for when learning. The colours also work extremely well together as they clash and ultimately grab our attention. By using the colour purple, this shade is rich demonstrates how much loyalty the staff and students are to the school and how they plan to reflect this with their academic results. The shield of the school represents the local area of Lyle Hill.

  

With the modern, clashing colours this will stand out in the local area especially to a younger audience of potential students and also with other schools in the area. No other schools in the area use the colour purple making the school instantly recognisable which contributes to the corporate image of the school.

Physical elements the school has are included within their logo or marque on the specific school merchandise e.g. bottles, pencil cases and school bags; Students also wear a uniform consisting of the school colours including tie and blazer and the school also provides at the end of the year to Senior leavers a "hoodie" which students can chose their own colour of but all will ultimately display the marque. Students can also purchase a yearbook which reflect the school and their own personal memories collected within their time a

The school doesn't have a mission statement but does stand for four key values that are: "Our School Values: Respect, Friendship, Success & Equality."

By using no mission statement and only these four values, this implies that the staff and students are key to the foundation of these values. They know what they are striving for and they are being reinforced within the school. Clydeview has amalgamated two of the best performing schools and within that time period have successfully reached the final of the mathematics competition between schools all schools in the Inverclyde area, were the Renfrewshire Area champions at swimming and achieved the highest academic results across all secondary schools in Inverclyde. 

Virgin

Virgin

The Virgin brand was founded back in 1970 by entrepreneur Richard Branson. Its core business areas are travel, entertainment and lifestyle, and it also manages ventures in financial services, transport, health care, food and drink, and telecommunications; together, Virgin's businesses consist of more than 400 companies worldwide.

The Virgin marque is bold and clear, using the colours of red and white. The red contributes passion and love for the company and the white shows to be clashing with the red showing the power and drive the company represents. The colours also work extremely well together as they clash and ultimately grab our attention. The brand name "Virgin" came together when Branson and a partner were starting their first business, a record shop. They considered themselves virgins in business. The current Virgin logo was originally sketched on a paper napkin by graphic designer Trevor Key and worked on by Ray Kyte. Branson has described the "V" in the logo as an expressive tick, representing the Virgin seal of approval.
 

With the modern graphics and clashing colours this will stand out everywhere, in particular to a younger audience of most likely between 16-40 years. This is Virgin's immediate target audience, although they do try to branch out and appeal to a wider audience.

Four physical elements the organisation has are included within their logo or marque onto their carrier bags, Virgin staff also wear a uniform consisting of the brands colours, Virgin's transport businesses airplanes and trains are also decorated and branded in the Virgin marque and colours and also branded themselves within one of most talked about music festivals of the Summer; V Festival. 

The company invests in and has business with numerous products which include: Banking, Beverages,Travel, Video games, Consumer electronics, Financial Services, Films, Internet, Music, Radio, Books, Cosmetics, Jewellery, Houseware, Retail, Mobile Phones and Commercial spaceflight.

The company's states: “Our vision is to contribute to creating happy and fulfilling lives which are also sustainable – surely a vision worth aspiring to? With businesses spanning many sectors and touching many aspects of our customers’ lifestyles we feel that Virgin is in a perfect position to contribute to this vision. After all, the Virgin brand has always been about having fun in a unique Virgin way.
We believe that we have a part to play in making this a reality and so our vision for sustainability within the Virgin Group is: “to make a credible contribution towards sustainable lifestyles whilst meeting or exceeding the expectations of our staff, customers and other stakeholders."

By using such a strong and clear mission statement this implies to their customers and possible shareholders that they mean business. They know what they are striving for and won't stop until they have reached the impossible. Virgin have already branched out to Commercial Spaceflight, more than any other aircraft company could say. Personally, I feel that Virgin have a great statement and they really are working towards their mission. Soon Virgin will take over; with Branson taking over the world making the impossible, possible...the Virgin way.

EE

EE

The EE brand launched itself on the 30th October 2012. The company is a mobile network and have already successfully built the biggest and fastest 3G and 4G networks in the UK. EE, the UK’s most advanced digital communications company, is the first in Britain to offer superfast 4G mobile services alongside fibre broadband. We run EE, Orange and T-Mobile plans, delivering over 27 million customers the best network and the best service so they trust us with their digital lives.

The EE marque is different from other mobile networks making the company unique and allowing them to stand out from their competitors. EE specifically chose their brand colours as no other mobile network have these colours. The colours also work extremely well together as they clash and ultimately grab out attention. The EE brand looks modern with its graphics being circular. The logo then stands out with meaning as the dots or circular graphics add up to look like particles within the network coming together to make EE, the UK's biggest network.

With the modern graphics and clashing colours this will stand out to the UK, in particular a younger audience of most likely between 16-40 years. This would be EE's immediate target audience, although they do try to branch out and appeal to a wider audience.

Four physical elements the organisation has are included within their merchandise. EE brand their logo or marque onto their carrier bags, receipts, conclude their emails with this and also branded themselves within one of the biggest events of the social calendar; The EE BAFTAs.

The company's states: “We believe in giving the UK the best network and best service so our customers trust us with their digital lives. There are three pillars that we need to deliver in order for us to achieve our vision:

Best network: Building a new backbone for Britain, one that is set up to deliver for the people and the businesses of the UK in the 21st century.

Best service: Delivering outstanding service to our customers, 7 days a week, 365 days a year, through our stores, in our centres and on the web.

Customer trust and relevance: We will become the most trusted and relevant provider for our customers’ digital lives by providing a personalised service – with the products and services we offer, and through the way we sell and serve.

Our vision and our strategy can only be achieved by having great people working here. Empowered, challenged, supported and rewarded employees are key to our success.”

By using such a strong and clear mission statement this implies to their customers and possible buyers that they mean business. They know what they are striving for and won't stop until they reach their targets. Personally, I don't feel that EE needed to have such a big statement but by covering all aspects it shows that they are ready to become the UK's best mobile network; within its second year as a company, they have a strong advertising campaign with Kevin Bacon, over 1million customers and more of the UK covered with the fastest 4G speeds than any other mobile network.

Corporate Image

Corporate image is how others perceive you, it is based mostly on outward appearance and can easily be manipulated or misconstrued. For example, your clothing gives you an image. Packaging gives products an image. Image is an abstract ideology often fueled by personal biases and stereotypes. Companies can lose control of their image through public relations scandals and other incidents. 

Corporate identity is who you actually are. It is tangible and can often be verified by business licenses, credit cards, bank accounts or tax history. Before the rise of cyber crimes, Identity was completely under your control. It doesn't happen as much with businesses, but individual identities can sometimes be assumed by thieves who want to profit from someone's good name.

Mission Statement

"Statement of purpose"
A mission statement is a statement of the purpose of a company, organization or person, its reason for existing.

Examples of Mission Statements:

Walt Disney:
"The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world."  

City of Glasgow College:
"We will deliver world class learning for individuals and enterprises, for Glasgow, Scotland and the international community." 

Costa Coffee:

"The Costa Way. Our mission has always been to save the world from mediocre coffee."

 

Definiton of Corporate Identity

Corporate Identity is seen as a collection of visual elements, which are used in various applications to promote the image of an organisation.  -Reference from the University of Stellenbosch, Africa.