Corporate Brand Architecture
The FKP brand mark is used as the only identifying mark for all branded communications with stakeholders who interact with us at a corporate level. That includes employees, security holders, media, investors, analysts, Government, corporate suppliers, business partners and sponsorships.
The title of the communication piece is what is then linked by the ‘Brought to you by FKP’.
For example, the 2010 Community of Properties clearly shows that the document is ‘Brought to you by FKP’ without including any other brand mark. This clearly communicates that it is a corporate publication.
You must use the appropriate FKP branded option in every communication.
Examples of corporate communications include business cards, letterhead, e-mail template, presentation slides, compliments slips, presentation folders, merchandise, FKP branded documents or policies, contracts and invoices.
Property, Product or Project Brand Architecture
For communications between our properties, projects or products brands and their customers and suppliers, each communication features the properties, projects or products brand that these audiences have the greatest relationship with.
The FKP brand mark is to be included in an endorser capacity which adds recognition, value and credibility.
When communicating these concepts, the highest prominence is given to the title or call to action of the communications piece. The property, product or project brand then appears on the bottom left hand corner of the document, and the ‘Brought to you by FKP’ brand mark appears in the bottom right.
The architecture philosophy that comes from the brand story focuses on our messages of spaces for people to live work and play, followed by the project brand, which is brought to you by FKP.
You must use the appropriate properties, projects or products brand and the FKP brand in every communication. Examples include marketing materials, signage and hoarding, posters, advertising, websites, newsletters, reports, submissions, tenders and general communications.
For example:
A communication involving SL8 would feature the call to action, supported by the SL8 brand mark, which is further endorsed by the FKP brand mark. This approach acknowledges that most customers will know this development by its project name of SL8 rather than through FKP.
The FKP brand mark is there because we want people to directly link FKP with the project.
The Aveo brand mark is treated in the same way as a properties, projects or products brand. Aveo is the brand that has the principal relationship with the resident or potential resident of the retirement village. The FKP brand mark is featured in an endorser capacity.
Creative Agencies
When using a third party to produce new communications collateral on our behalf, make sure they understand how our Brand Guidelines work and what they need to do to meet our requirements. You also need to ensure they are compliant in their execution.
Brand compliance will protect our brand and ensure that the FKP brand has the sense of value it deserves. |