AM International
| Branding | Positioning | Corporate Identity | All aspects of Promotion

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Here's the story:

Addressograph merged with Multigraph to become AM International in 1978.

Addressograph-Multigraph had been around since the 1890's. During all that time, each of its many divisions designed their own materials. The result was a completely disjointed look, and lots of waste.

I created a new master logo and identity for the parent company, consistent identities for all subsidiaries, plus standards for all elements for each division, resulting in a complete company-wide Graphics Standards Program.

The Graphic Standards manual I created as part of the branding included every element conceivable including:

  • Advertising
  • Promotion
  • Forms
  • Manuals
  • Handbooks
  • Signage - exterior and interior of facilities
  • Vehicle graphics
  • Stationery systems
  • Product labeling
  • Uniforms
  • and everything AM would ever produce

The benefits were great, the cost savings were very significant - by design.

For example, 600 various printed forms were pared down to 50, giving the new conglomerate and all its subsidiaries a uniform look.

The re-branding of AM in the manner described above saved hundreds of thousands of dollars in printing costs, product labeling, vehicle identification and other unnecessary duplication - as well as in design fees - while making AM International appear to be a very strong, stable and powerful company.

For more on the corporate identity and branding of AM click here.

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