| Tekijä: | Aldersey-Williams, H. |
| Otsikko: | You are your logo |
| Lehti: | Management Today
1998 : JAN, 1, p. 60-63 |
| Asiasana: | UNITED KINGDOM COMPANIES MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | Forget the fuzzy jargon, corporate identity today is a science that expresses a company's personality and its ambitions. How much should you pay for a corporate identity? British Airways is reported to have spent 60 million pounds on the new look it unveiled last summer. Guinness and Grand Metropolitan paid 250,000 pounds for their much ridiculed new name: Diageo. At the other end of the scale English, Welsh and Scottish Railway (EW&SR) offered the price of a train ticket as the prize to the reader of a trainspotters' magazine who designed its logo. |
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