BAE Systems — Managing a global brand
BAE Systems are the second largest defence and security company in the world, employing 100,000 people across the globe. OPX were initially approached to strengthen a brand that was struggling to emerge from strong previous brands. We recommended a ‘one company’ approach across all parts of the business, and an overhaul of the brand identity to implement this strategy.
This year, OPX refreshed the brand identity to respond to the changing nature of the company as it adds cyber and security to traditional manufacturing businesses such as aerospace. The refresh has upgraded all areas to allow individual businesses the ‘flex’ to communicate effectively with their quite distinct audiences. This is embodied by the dynamic horizontal keyline at the heart of the identity. At its simplest, a supportive element, but also used as the basis for all illustrations and infographics.
To ensure that the brand is applied correctly, guidelines and digital assets are delivered online, in print and with a series of brand awareness movies. We also provide continual support to the internal comms function, the network of brand champions within the businesses, and the agencies who supply advertising or exhibitions design. We also continue to produce collateral including corporate brochures, internal campaigns and high level reporting.
