b'Groupe Limagrain corporate identity ~ an overviewMichael English had been asked to review the corporate image of the The logo of the group and its member companies have been simplied and Limagrain Crales Ingrdients. The business had been created from athe brand logos of LCI have adopted this approach - changing in an ordered number of independent companies, each with a distinct style with noand organic way. Change has not been dramatic but has kept pace with design corporate link to LCI or each other.trends and applications.At the same time Groupe Limagrain had undergone a major redesign of itsThe design of the Limagrain Crales Ingrdients brand logos has been corporate identity. (This was produced by French agency Jappa). New logosconsidered a success and has been incorporated as a style guide for other were produced for the group and member companies. Initially these designsgroup companies to follow when developing brand identities.were multi-coloured. When Michael English produced the rst series of designs for Limagrain Crales Ingrdients this use of colour was incorporated into the new logos.page 8 page 9An overview of the LCI corporate imageAfter the design review it became clear that dafa, mct, fci (toRe-designed brand logosbecome westhove) sofalia and ulice would be viewed as brands rather than independent business units - this would give co-ordination to the identity and enable the whole range of LCI products to be sold cross-client offering potential solutions to production problems independent of industry sector. Corporate BrochureAs well as creating a logo style for each of the brands, consideration had to be given to how the new identity would work in practice. The following protocol was adopted. Communication of the identity would be multi-layered. A corporate brochure would be created giving an overview of the business activities of LCI. This would be supported by the LCIndex,a series of data sheets giving technical and sales information about products compiled by market segment.Newsletters would be created by brand area forming a living brochure produced on a regular basis keeping customers and interested audiences up-to-date with products and product innovation. There would be highly focused advertising campaigns and exhibition support for each brand and the identity would be communicated to the work force generally but specically by theirThe LCIndex ~ data sheets Public Relations Informe Advertising Photo LibraryCompiled by market segment Internally generated Living Brochures aHighly focused and The development of a own internal newsletter. Individual product data sheets using key French publications newsletter for eachtargetted campaigns comprehensivethat gives both sales andglobal support for sales related LCI Brand. resource for useIt was also decided that the pictorial approach would be producttechnical data key use of exhibitions Offering real flexibilityin all publicityas hero wherever and whenever possible. This is turn created ain communication.problem for LCI brands. Most of their products were ours and grainsLa Meunerie NutritionNOS MATIERES PREMIERES NUTRICORN so the decision was made to use photography of nished productsDes qualits nutritionnelles et fonctionnelles exceptionnellesto illustrate LCIs ingredients. This solution required the creation of a photo library that could be used as a resource when creating publicity materials for the LCIndex, press release and newsletters.Agent de traitement de la farine PrFarine de bl malt : activit diastasique de 50 DU mois.Cet n est une farine de germe de mas stabilise dont la DLUO est de 6a de deFamille oduit NutricorCet ingrdient a subi un prprocd de stabilisation quiermetconserverFarine Acide ascorbique poudre E300 lesqualits nutritives exceptionnelles du germe de mas.Emulsiants dafa 100 V 20 E472 e ingrdientsubique dpose sur lUnion Eurdafa C18 NUTRICORN est une mar unocdstabilisationoquipenne.permet de conserverdafasoft E471Conservateur Propionate de calcium E282page 10 page 11page 11'