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Proposed WITSA Corporate Identity & Branding Guidelines

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Proposed Corporate Identity & Key Messages

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The World Information Technology and Services Alliance (WITSA) is a consortium of 70 information and communications technology (ICT) industry associations from economies around the world. WITSA members represent over 90 percent of the world ICT market.

As the leading recognized voice of the global ICT industry, WITSA is dedicated to: •Advocate international public policies that advances the industry’s growth and development; •Facilitate international trade and investment of ICT products and services through our global network of contacts; •Promote industry cooperation and strengthen our national associations through the sharing of knowledge, experience, and critical information; •Publish global ICT research to shape the industry; •Host WITSA’s signature events - World Congress on Information Technology (WCIT) and Global Public Policy Conference (GPPC); and •Organize Global ICT Excellence Awards to recognize the most outstanding ICT users.

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Target Audience

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• Multilateral Organizations• Government

• Ordinary Members (National Associations)

• Private Institutions• International Companies

• Board of Directors• Committees

• Corporate / Government Advisory

• Founding Partners• Official Partners

• International recognized media

• Medium - Newswire, print, broadcast, online, etc.

• Universities• Research Bodies

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Vision & Mission

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Vision (Why WITSA’s brand should exist?)

“WITSA is the leading recognized voice of the global ICT Industry which is the key driver of global economic growth”

Mission (How WITSA’s brand will deliver?)

“To promote and facilitate the global growth of the information and communications technology and services industry through public policy development and advocacy, the promotion of global trade and investment, global forum and experience”

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Brand Positioning

(What is the unique selling point of WITSA’s brand?)

Widest representation across global ICT industry•WITSA is a consortium of 70 information and communications technology (ICT) industry associations from economies around the world which represent over 90 percent of the world IT market.

•WITSA represents global voice of ICT and promote the interest of the industry.

Imperative influence on the creation of global public policy that advances the ICT industry•WITSA has increasingly assumed an active advocacy role in international public policy issues affecting the creation of a robust global information infrastructure. It helps governments and institutions, both national, regional as well global, to understand future technology trends and how the convergence of ICT contributes to the social economic development.

•WITSA provides a forum for its members to exchange policies and ideas, as well as to identify common issues and views on ICT that impact the ICT industry.

Key driving force to spur social-economic growth through ICT •WITSA facilitates international trade and investments of ICT products and services through its members’ network and the entire ICT eco-system.

•WITSA provides a platform to network, forge possible strategic partnership, and open new market opportunities across and within geographic locations.

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Brand Attributes

(What WITSA want to be? What emotion WITSA want to elicit from their stakeholders?)•Global Voice of ICT•Leadership and Trust •Credibility•Grantor of significant global events•The leading advocate of global Public Policy that enhances the increased use of ICT•Advocate and Facilitator of Global Trade•Critical Information Resource•Possesses an Unparalleled network

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Brand Personality

(What is the personality of WITSA’s Brand?)• Global - Global consortium with nearly 70 leading ICT

industry associations from economies around the world. Creates global network of contacts that help to open up new business opportunities and advocates the expansion and development of the ICT industry.

• Leader – As the recognized voice of the global ICT industry, WITSA provides information on future trends, new technologies and best practices to assist in promoting and developing the ICT industry.

• Facilitator – Facilitates and promotes international trade and investments of ICT products and services that help spur the social and economic development of the economies.

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Key Messages (1/2)

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WITSA Vision & Mission Statement

WITSA Members

WITSA Partners

Policy MakersIndustry

The Organization

Target Audiences

Key Messages

• WITSA facilitates international trade and investments through its members’ network and the entire ICT eco-system.

• WITSA provides a forum for its members to exchange policies and ideas that impact the ICT industry.

• WITSA provides knowledge sharing portal and promote best practices amongst its members.

• WITSA enables global ICT trade through B2B Matching Program and business networking

• WITSA provides platform to springboard to the global ICT market.

• WITSA strengthens global brand and value for its members by including economic development organizations within the WITSA organization.

• WITSA advocates and develops international public policy that affects the robust global information infrastructure

• WITSA helps governments and institutions to understand future technology trends and how the convergence of ICT contributes to the social economic development.

• WITSA provides platform for local ICT industry to gain access to some fastest growing ICT markets.

• WITSA provides a platform to network, forge possible strategic partnership, and open new market opportunities across and within geographic locations.

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Key Messages (2/2)

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WITSA Vision & Mission Statement

Stakeholders MediaAcademic Institutions

The Organization

Target Audiences

Key Messages

• WITSA is a consortium that represents widest reach of economies across global ICT industry.

• WITSA not only enable businesses that helps spur the economy, but enrich life through the power of ICT – knowledge, creativity and innovation.

• WITSA is the leading recognized voice of the global ICT industry that actively contributes inputs, feedbacks, comments and statements affecting the development of international ICT public policy.

• WITSA publishes Digital Planet to provide detailed statistics on global ICT spending covering 75 countries, 11 vertical market segments, and forecast data.

• WITSA works with academic institutions to conduct studies and researches on global ICT spending, ICT trends, etc that helps to shape the global ICT infrastructure.

• WITSA provides platforms that not only benefits the ICT industry, but also extended to the wider community.

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Proposed Brand Identity

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Brand Vision, Objectives & Strategies

Brand Identity Vision• We earn customer loyalty and respect when we effectively communicate and reinforce

the WITSA brand identity. • WITSA brand identity is a powerful, unifying strategy for communicating the VALUE,

TRUST and LEADERSHIP of the WITSA brand. • When WITSA is consistently recognized for these characteristics, we build our familiarity

and leadership. This, in turn, increases the value of our brand, bringing benefits to all of our target audience.

Brand Identity Objectives• Consistently express the WITSA brand - our promise, personality and values. • Manage the value of the WITSA brand to instill familiarity, reinforce the experience and

protect our equity.• Provide tools to facilitate consistency and clarity in delivering the WITSA brand promise

and messaging through total communications.

Brand Identity Strategies• Increase familiarity of the WITSA brand identity through consistent application of our

identity standards worldwide. • Build leadership in every country WITSA represents.

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Expressing WITSA Brand Identity

The goals of the WITSA brand identity system are to:• Provide an impactful and efficient way to communicate the

uniqueness of our offerings. • Leverage and build the strength and value of the WITSA brand

through consistent and thoughtful application across all communications.

• Create a globally recognized, visual impression for WITSA.

• The WITSA brand identity system uses distinct visual fields and defined elements to convey its brand messages for all communications.

• Standard templates and formats are developed to reinforce WITSA brand identity.

• All branding materials design must adhere to these standard templates and formats.

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WITSA Logo

• WITSA logo is the anchor of our brand identity. It has become a globally recognized and respected symbol of our organization.

• The logo usage in all internal and external communications must adhere to the guideline developed to ensure consistency in expressing the WITSA brand .

• The logo is for official and business use only.

WITSA Logo Standard

• Position the WITSA logo on a white background for maximum visual impact.

• Apply only one logo per visual surface.

• The logo color code must be based on PANTONE or CMYK color code, except for one-color applications (which may only use black) or for non-print applications, such as etching or embossing.

Minimum Clear SpaceSurround the WITSA logo with adequate clear space to ensure maximum prominence and visual impact.

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WITSA Logo Guidelines (1/2)

Dos• The logo must always be reproduced from original digital artwork.• The logo must appear according to scale specified in the guideline.• To ensure clarity, the minimum logo size for both print and web must

be adhered. The logo size can be enlarged proportionately. • The logo must not be altered in any way, i.e. do not stretch, flatten or

reconstruct it. • For color logo, it must be clearly visible and the background color

must be of bright contrast, preferably white in color. For black & white logo, it may be used on solid colored background.

• For any form of variation to the original logo, e.g. co-branding text, etc., approval must be obtained from WITSA prior to any form of production and usage.

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WITSA Logo Guidelines (2/2)

Don’ts• Do not distort the logo except to resize it according to above guidelines.• Do not modify the artwork or substitute it with another typeface• Do not adjust the proportions of the elements of the logo. Do not

eliminate any elements of the logo.• Do not add any special effects, e.g. drop shadow or outer glow.• Do not alter the color specifications of the logo.• Do not connect the logo to any other logo type (except prior approval

from WITSA)• Do not place logo on patterned or busy background.• Do not add outline on the logo• Do not rotate the logo.• Do not feature the logo in any non-business related materials.

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WITSA Co-Branding Guidelines

• It is important to maintain the integrity of WITSA brand identity that business relationships be managed in a strategic and consistent way. It helps to clarify relationships and avoid confusion to external parties.

• Co-branding is the use of one or more trademarks from two or more companies for the marketing of specific products, services or events.

• Types of business relationships:– Joint Marketing: An arrangement between WITSA and supporting organization to

jointly promote and market WITSA products, services or events. Both parties invest in marketing dollars. The prominence of each logo generally is relative to its use as a primary or secondary contributor.

– Event Hosting: An arrangement between WITSA and event hosting country or organization, where WITSA awards the hosting of its signature event to the host organization. It should have a relationship descriptor in a stacked format, such as “Event by”.

– Sponsorship: An arrangement between WITSA and sponsor’s organization where WITSA accepts the sponsorship of products or services from the sponsor organization. It should have a relationship descriptor in a stacked format, such as “Sponsor of”

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WITSA Brand Identity System

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Business FocusThe montage field allows individual products to differentiate by expressing their key messages and unique value propositions, while still maintaining a connection to the WITSA brand

Montage FieldsRelevant images of people, products and patterns are layered together to convey diversified technology and customer focus.

Corporate FocusConsistent placement of the WITSA logo on white background and specific typography are the core elements defining the WITSA brand.

WITSA LogoThe logo should be sized and positioned relative to the application, generally in the upper left or lower right corner.

HeadlineMain message should be placed prominently here

Sub-Heading & Copy

WITSA URL

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Applications: Print Advertisement

Full Page Ads 1/3 Page Ads

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Applications: Print Literature

Cover Page Content Page Back Page

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Applications: Online

Newsletter Web Page

Banner Ads

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Applications: Presentations

Presentation Slides

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Applications: Bunting

Bunting

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