Branding
18
March
2020

Identité visuelle : les Go To

Par
Amandine Fernandez
Head of Acquisition
Pour une marque, l’identité visuelle n’est certainement pas à relayer au second plan. Au contraire ! Elle représente l’image que la marque dégage auprès de ses clients et prospects à travers l’ensemble de ses outils de communication.Logo, slogan, couleurs, formes… l’ensemble formant la charte graphique de la marque.Dans une société où nous sommes chaque jour confrontés à une multitude de visuels dans la rue, sur nos smartphones ou encore sur nos ordinateurs, l’identité visuelle d’une marque se doit d’être impactante pour marquer le consommateur.

Impact et clarté

Ces deux mots clés sont devenus depuis quelque temps les « go to » de nombreuses marques dans leur recherche d’identité visuelle. Pour illustrer ce phénomène, en février dernier sur Twitter, un tweet comparant l’évolution des logotypes de 4 entreprises mondiales a fait le buzz.

Identité visuelle : les Go To

De Google à Airbnb en passant par Spotify et Pinterest, ces compagnies ont progressivement changé leur image de marque, passant de polices avec serif à des polices sans-serif remarquablement similaires. Comme le souligne Thierry Brunfaut, directeur artistique et fondateur de Base Design :

« Tous ces logos audacieux et neutres transmettent le même message au consommateur : notre marque et nos services sont simples, directs et clairs. Et extrêmement lisibles. »

Aussi, toutes ces marques ont désormais une chose en commun : elles ne sont plus définies par leur logo, mais par le produit ou le service qu’elles fournissent.

Alors, si avant les designers étaient à la recherche d’un concept lorsqu’ils créaient un logo, cela n’est plus nécessaire aujourd’hui car la marque est devenue un concept à elle-seule. Si ces 4 marques ont beau être semblables dans leur design, leur offre est complètement différente et leurs logos sont alors 100% reconnaissables par le consommateur.

Le graal pour une marque : no logo needed

En 2013 Mc Donald’s lançait une campagne publicitaire audacieuse, sans logo ni signature. L’enseigne se contentait d’afficher des gros plans de ses produits phares.

Une stratégie remarquable mais rarement mise en œuvre parce que peu de marques disposent de produits dont la popularité est suffisante pour le faire.

La marque a depuis réitéré l’opération en transformant ses 6 produits phares sous forme de pictogrammes, en surfant alors sur l’ère du Flat design, qui ancre plus que jamais McDonald’s comme une marque iconique.

Identité visuelle : les Go To

Sources : Fastcodesign « Why Do Google, Airbnb, And Pinterest All Have Such Similar Logos ? »Images : TweetCampagne Mc Donald’s 1Campagne Mc Donald’s 2

À propos de l'auteur
Amandine est la Head of Acquisition de Letsignit ! Initialement spécialiste du contenu, elle contribue aujourd’hui activement à la rentabilité des canaux d'acquisition : SEO, SEA, SMA, SMO… Amandine, c'est aussi l'un des piliers du Marketing chez Letsignit ! Depuis plus de 5 ans, elle participe et initie des projets et campagnes marketing qui retranscrivent systématiquement sa vision, sa plume et sa créativité (qu’on retrouve également dans toutes ses tenues colorées qui égaillent la journée de tous ceux qui croisent sa route).
À propos de Letsignit
Letsignit est une solution de gestion de signatures mail qui permet aux organisations de transformer les signatures mail de leurs collaborateurs en un média d'engagement 1-1 puissant pour leurs marques et leurs campagnes.
Questions
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Is it possible to track the number of clicks on email signatures?

Yes, with the 'Campaigns' offer, it is possible to track the number of clicks on the email signatures of all your employees in the 'Statistics' area of the platform.

You can then access a detailed or global view of the number of clicks on the email signatures of each employee. You can use the search option to target a specific signature or a given period. Finally, you have the possibility to export all statistics to an Excel document.

If you launch campaigns with banners inserted in your email signatures, you can also access their performance via this same space.

2
Can we add links to social networks, our website, and appointment-setting applications such as Calendly?

With Letsignit, you can easily add social network icons in your collaborators' email signatures and link to your company pages. Also, our "attributes" feature allows you to manage personalized URLs for each of your collaborators such as their individual LinkedIn profile.

And that's not all: you can add links to an appointment-setting application, allow your customers to leave reviews easily, and integrate our 'Chat on Teams' widget to let anyone start a discussion via Microsoft Teams chat.

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Can employees update their signature information themselves (number, function, etc.)?

It’s up to you! As an administrator of the Letsignit platform, you choose whether or not to grant modification rights to your employees. These permissions are managed on an attribute-by-attribute basis, which means that you can decide to allow the employee to change their phone number, but not the address of your premises, for example.

This feature applies to all attributes in your directory, including custom attributes created on Letsignit. When your employees change one or more attributes, your directory is obviously not affected.

4
Why it is important to standardize our email signatures on a large scale to ensure our identity and brand image?

It often happens that employees make their email signature their own: custom format, bad fonts, colors inconsistent with the brand standards... all of this has an impact on your brand!

A consistent visual identity is considered authentic and outperforms a perceived weak one by 20%. And, your customers are 2.4 times more likely to buy your products.

With Letsignit, take back control over your brand identity by standardizing all your email signatures. Our tool has many features that allow you to customize your signatures by department, by audience or by subsidiary. Not to mention the possibility of carrying out campaigns within your email signatures thanks to our Campaign offer.

5
What is the user experience like for our employees?

What is the user experience like for our employees?

  • If you opt for the Letsignit Add-in for Outlook, they will have a dedicated space in their Outlook account where they will be able to view the signatures and campaigns assigned to them.
  • If you opt for the Letsignit Desktop APP, they will be able to preview all their signatures and campaigns in this space. If they want to change their default signature to another one when sending an email, this will be done in their signature library in Outlook.

In both cases:

  • They preview their signature before sending an email and choose from signatures assigned to them.
  • Based on the permissions granted, they will also be able to modify their personal information such as their name, position, or address in these spaces.

In short, they have autonomy in their email signature, but you keep control on the field, signatures, and banners they can edit or use.

6
Can my employees have multiple signatures available to them?

With our "multi-signature" feature, your employees can benefit from multiple email signatures. No technical manipulation is required. Thanks to our Add-in for Outlook or the desktop app, they can change their email signatures as they wish with just a few clicks.

Regarding the creation of email signatures, you can make several variations such as:

Everything has been thought of to go further in the personalization process based on the recipient of your emails.

7
Regarding “Green IT,” have you implemented measures to limit the digital footprint of email signatures?

If sending emails has an impact, non-optimized email signatures also have an impact. An unsuitable format or an image that is too heavy considerably increases the size of your signatures... and therefore, your emails.

As a responsible economic actor, we contribute to reducing our CO2 emissions and those of our customers in several ways:

  • Optimization of the weight of signatures and campaigns in emails.
  • Green features: lightening of signatures during response/transfer emails, possibility of not embedding images, implementation of lighter signatures for internal exchanges.
  • Integration of a 'Switch to Teams' widget to encourage your employees to continue their exchanges via chat, rather than email.

As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.

8
Regarding “Green IT,” have you implemented measures to limit the digital footprint of email signatures?

If sending emails has an impact, non-optimized email signatures also have an impact. An unsuitable format or an image that is too heavy considerably increases the size of your signatures... and therefore, your emails.

As a responsible economic actor, we contribute to reducing our CO2 emissions and those of our customers in several ways:

  • Optimization of the weight of signatures and campaigns in emails.
  • Green features: lightening of signatures during response/transfer emails, possibility of not embedding images, implementation of lighter signatures for internal exchanges.
  • Integration of a 'Switch to Teams' widget to encourage your employees to continue their exchanges via chat, rather than email.

As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.

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