An Introduction to Siegel+GaleRelevant Credentials

Within this book, you will see emblematic examples of our nearly 40-year-old philosophy: Simple is Smart. But simple doesn’t mean simplistic. Simple allows for easy understanding. Simple enables evangelism. Simple is a platform for growth. By simplifying, we amplify. With Simple is Smart as our mantra, we help to build brands that are clear, credible, and relevant. Then, we allow these ideas to spring from the boardroom wall, and into life.

Simplicity is the ultimate sophistication.Leonardo Da Vinci

About Siegel+Gale

Simplicity is the ultimate sophistication.Leonardo Da Vinci

Siegel+Gale has full-service offices in New York, Los Angeles

London and Dubai and strategic partnerships around the

world. It is part of the Omnicom Group Inc. (NYSE-OMC)

(www.omnicomgroup.com), a leading global marketing

and corporate communications company. Omnicom’s

branded networks and numerous specialty firms provide

advertising, strategic media planning and buying, direct and

promotional marketing, public relations, and other specialty

communications services to over 5,000 clients in more than

100 countries.

Siegel+Gale is one of the world’s premier strategic branding

companies. Since it was founded by Alan Siegel in 1969,

the firm has applied the art and science of simplicity to

create branding programs that have helped many of the

world’s best-known organizations excel. Driven by its

philosophy of Simple is Smart, Siegel+Gale has led the

way in bringing innovation to the corporate branding field,

including transforming complex, incomprehensible customer

communications into plain English; helping clients create

distinctive brand voices across all their communications;

transporting brands onto the Internet; and aligning the brand

experience for customers with the brand promise.

The firm has worked with an array of blue chip organizations,

including American Express, Bayer, Lehman Brothers,

Medtronic, Dell, Harley-Davidson, Lexus, Merrill Lynch,

Yahoo!, Caterpillar, Sony, Motorola, the National Basketball

Association, 3M, Dow, and The Four Seasons Hotel Group.

Who We Are

Naming

Develop corporate, product, and service names that clearly

identify their purpose and adhere to the brand strategy.

Brand Evangelism and Training

Educate all members of the organization about the brand

promise, identity, and experience to foster a brand-aware

culture. Customized workshops and seminars supported by

interactive and printed media show stakeholders how to live

the brand day to day.

Internet Strategy and User Experience Design

Help our clients develop strategies that leverage the Internet

to drive their businesses. Create highly intuitive, usable,

branded user experiences for the Web, kiosks, company

Intranets, and client Extranets.

Brand Collateral Development

Offer content development, graphic design, production, and

motion graphics services to dramatize our clients’ brands in

all communications for the brand launch and beyond.

Brand Research

Design and execute research to inform and validate brand

positioning and architecture. Assess brand elasticity.

Measure the impact of how brands affect business results.

Brand Strategy

Uncover a company’s unique and enduring value. Identify

opportunities for brand growth. Articulate the promise in a

succinct and differentiating way.

Simplification

Transform information-intensive customer interactions into

positive brand experiences using communications analysis,

information design, and plain-language writing.

Brand Architecture

Determine the relationship of the corporate brand to all its

parts—business lines, partners, products, services—and

provide a strategy for current and future branding and

naming practices.

Corporate Identity Design

Design systems—proprietary visual vocabularies

that distinguish communications, environments, and

experiences—to support the core promise of the company at

every touch point.

What We Do

Our life is frittered away by detail... Simplify, simplify, simplify!... Simplicity of life and elevation of purpose.

Henry David Thoreau,

“Walden”

Case Studies

Our life is frittered away by detail... Simplify, simplify, simplify!... Simplicity of life and elevation of purpose.

Henry David Thoreau,

“Walden”

Comcast Triple Play Bundling

As Comcast set out on this journey in 2005 to develop its

brand portfolio in a multi-platform world, it has been joined

step by step with Siegel+Gale, to help the firm navigate

myriad product development and communications initiatives

that have involved a confluence of subscriber and segment

research, nomenclature development, brand architecture,

and creative design. Among these Siegel+Gale has worked

to bring the Comcast Triple Play and its growing bundled

and tiered product portfolio to life in the hyper competitive

and converging media marketplace—the stakes could not be

higher.

The days of media companies providing their content on

one platform are long gone.

As the United States largest cable company, Comcast has

set the bar for “best practice” branding across a growing

array of platforms spanning digital cable, high speed

Internet, digital telephony and, very soon wireless—the 4th

platform.

RIGHT: “enchilada” concept

“The Whole Enchilada from Comcast!”

THIS PAGE: “bundle me” conceptNEXT PAGE: “caboodle” concept

“Bundle me...with Cable, Internet, and DigitalPhone”

“Do you Caboodle?”

In the face of increasing pressure from Xbox, and its online

gaming service, Xbox Live, in particular, Sony Computer

Entertainment America (SCEA) asked Siegel+Gale to name,

define and create a visual identity for the PlayStation online

community.

Future and existing PlayStation games would be branded

with the name and identity, so the mark had to both remain

true to the PlayStation brand and work across all media

(console screen, print, packaging and online). How this

experience would be represented online, was a key issue

addressed in our work.

As a result of this, and ongoing work, SCEA asked

Siegel+Gale in the spring of 2006 to develop the brand

strategy and positioning for the PlayStation 3, widely

considered the most anticipated gaming console in history.

Siegel+Gale, along with the dedicated team at PlayStation,

began to define gaming, and entertainment, for the next

decade.

When Sony Computer Entertainment International (SCEI)

added a web browser to the PlayStation Portable (PSP)’s

capabilities, they turned to Siegel+Gale for help in driving

loyalty among current and future PSP users. Through

quantitative and qualitative research efforts, we explored

key trends, behaviors, and expectations in the marketplace

among consumers, web publishers, carriers, manufacturers

and licensors, to better understand the market’s unmet

needs in the category of wireless gaming.

Informed by our insights, we set out to design the official

website for the Sony PlayStation Portable. Since the PSP has

neither a keyboard nor mouse, we created new user interface

principles, taxonomy guidelines and standards for the site

that felt as intuitive to loyal users as web browsing on their

home PC.

Sony PlayStation Portable

ABOVE: user interface navigationBELOW: Siegel+Gale designed prototype screens

ABOVE: PSP interface for HDTVBELOW: day/night cycle interface schematic (morning, midday, and night)

by over $200 million in radio advertising, the Alliance needed

to develop the right brand strategy, positioning, promise, and

messaging to launch and maintain the brand over the short- and

long-term.

Siegel+Gale was called upon to develop an overarching strategy

and promise to define the brand and build awareness in the

marketplace. Further, we were tasked with developing the

supporting detailed messaging that would serve as the basis

for over 10,000 radio stations to define, promote, and educate

listeners about this exciting new, free technology coming

their way.

Based on in-depth consumer research, we developed a brand

story that appealed to a large, core target audience, enveloped

in a new positioning—Discover What’s Between the Stations,

accompanied by a trademarked tagline: HD Radio: Discover It!

Lastly, to provide real utility for station managers, programming

directors, and on-air talent at the station level, our consultants

delivered HD Radio’s messaging within a message matrix that

delineated priorities, communications strategies, tone, and risks

to avoid—all organized around granular target audiences.

The year is 2006. Traditional radio is under attack. The ad-

supported medium, beloved by generations and responsible

for many iconic moments in communications history, has

found a serious rival in satellite radio. Still in its infancy, but

rapidly gaining steam, satellite radio has successfully lured

top-tier programming talent to its stable, while launching its

100-plus digital channel offering to consumers worldwide.

This subscription-based industry, comprised primarily of XM

Radio and Sirius Satellite, boasted almost 10 million paying

subscribers and was quickly transforming how the radio

industry defined its value proposition, programming formats,

technology expenditures, and its business model in general.

Joined in battle to defend its industry, six of the nations largest

radio station groups (e.g., CBS Radio, Clear Channel, Cumulus

Media, Emmis Communications, Entercom Communications,

and Greater Media) came together as a consortium (the HD

Digital Radio Alliance) to define HD Radio (high-fidelity digital

programming across an expanded spectrum of radio channels)

in the marketplace and to accelerate the rollout and consumer

acceptance of this exciting, new medium through aggressive

joint-marketing efforts across multiple industries. Supported

HD Radio

ABOVE: brochureBELOW: message matrix

The rich, colorful language stood out in the Romanian

marketplace of mostly monotone brands, creating a clear

sense of excitement and celebration—which proved helpful

in gaining internal enthusiasm in the company and building

fast awareness in the marketplace.

As a pay-TV brand, Dolce needed to live in electronic

environments. We designed the programming guide interface

that brought the brand to life while keeping it consistent with

its print design language.

Since the brand was sold primarily in retail outlets, we also

designed a plasma screen-enabled product demo, literature

package display and promotional messages. The unit was

used in both brand and dealer stores and helped capture

customers’ imaginations with an entertainment-driven look

and feel.

Romtelecom, Romania’s semi-state-owned fixed-line telecom

operator, decided in 2006 to launch a satellite TV offering in

the Romanian marketplace as a tool to enhance customer

retention and move towards a future quad-play offering.

With deadlines that allowed roughly half the time it usually

takes to launch such a service, Siegel+Gale needed to move

fast. We positioned the sub-brand as an “indulgent” service

bringing greater variety of content and functionality to TV

viewers, and named it Dolce—a Latin-based international

name that could appeal to Romanian speakers and reflect a

“spoil yourself” attitude.

The logo and tone of voice of Dolce celebrated variety and

richness of experience through strong use of vivid colors,

coupled with soft rounded typography the implied a sense of

indulgence, and a tagline “enjoy a richer life.”

Dolce

ABOVE: digibox and packagingBELOW: website

ABOVE: front and back of display kioskBELOW: posters

ABOVE: on-screen user interfaceBELOW: user guide spread and cover

As you can see, Siegel+Gale designers crafted a compelling

new visual language to signal the merger and expansion of

services as well as to trumpet the exciting news about the

new Intelsat on the web, through email blasts, in advertising,

and with employee-facing posters and communications.

Welcome to the new Intelsat.

It’s a small world, after all.

Intelsat came to Siegel+Gale during the end-stages of its

own Space Race with rival PanAmSat. Their merger created

the world’s largest commercial satellite network. More than

that, the new Intelsat now offers Earth’s most technologically

advanced capabilities and its clients the prospect of success

that is now much closer, by far.

Siegel+Gale created a brand platform for the new Intelsat

around the concept of “Zero Degrees of Separation,”

shorthand for intimate, customer-focused service to television

and content providers, corporate, government, and military

entities and ISPs.

Intelsat

ABOVE: poster, frontBELOW: poster, back

ABOVE: stationery systemBELOW: book

ABOVE: internal messaging postersBELOW: website

Motorola

Motorola engaged Siegel+Gale to develop a comprehensive

system of brands and guidelines for its global channel

partners. These partners, who include value-added dealers,

resellers, software developers and systems integrators,

needed to have a clearly articulated approach to applying the

Motorola brand and expressing their channel relationships

across all communications.

The system created by Siegel+Gale drastically simplified

the expression of channel partner roles and responsibilities,

improving the partners’ ability to express their relationship

to the Motorola and help build the Motorola masterbrand.

We developed a comprehensive set of guidelines including a

proactive approach to co-branding and partnership branding,

in which the Motorola brand lives alongside the channel

partners’ brands. We also included detailed specifications

for product packaging, marketing collateral, web properties

and other communications materials.

With a completely overhauled visual system in hand, we

accompanied Motorola to regional kick-off sessions around

the globe to introduce the new visual system and guidelines

to internal audiences, in a series of implementation forums

and workshops.

Managing brand assets globally can be an arduous task.

When you are Motorola and operate brands in myriad

business sectors and regions around the world, having clear

and compelling communications is imperative.

Thus, when Motorola approached Siegel+Gale to revitalize

their global, business-to-business visual identity system,

it promised to be a very comprehensive undertaking. The

scope of the engagement involved simplifying over 300

pages of visual guideline documents, refreshing the “look

and feel” of their existing visual system, and aligning their

new positioning across all communications.

First, our consultants streamlined and reorganized their

guidelines and visual system to make it easy to use,

free of redundancies, and useful for a variety of diverse

internal audiences, including designers, marketers, and

communications executives.

Next, our designers refreshed the “look and feel” for

Motorola’s entire collateral system, by focusing on

streamlining the design elements to eliminate confusion and

complexity. Then, we created a unique graphic element—

the motion mark—to replace the mobility pattern and

communicate the new brand platform. Finally, we applied

the visual system to 15 prototypical collateral applications

and created new templates.

ABOVE: channel identifier, authenticity, and compatibility mark system

solutionpartner

developmentpartner

resalepartner

distributionpartner

servicepartner

Channel identifiers

Authenticity Compatibility

premierservicepartner

premierdistribution

partner

premierresale

partner

premiersolutionpartner

premierdevelopment

partner

compatible

ABOVE: distribution partner identifier on storefront BELOW: resale partner identifier on partner website

ABOVE: distribution partner identifier on yellow pages ad BELOW: authenticity mark on Motorola phone battery

Here, Siegel+Gale was tasked with creating an easy-to-

comprehend and compelling naming system and visual

identity for the venture’s product brand, its feature set,

and each layer of the individual products offerings. Both

the naming system and visual identity had to allow for

each partner company to market the product within their

respective footprints, while still being tethered to the

parent brand.

To accomplish this we created a new name, Pivot, naming

architecture guidelines, and a graphic identity that brought

the names to life and helped each partner manage how the

Pivot brand was launched commercially and applied across

both internal and external audiences.

Picture this: A mom walking through the aisle of the grocery

store watching CNBC’s Closing Bell on her Sprint cell

phone as she hunts for last minute groceries. A college

student watching her school’s basketball team in the NCAA

Final Four on her cell phone, while at the same time text

messaging her three friends, who are at the game! A doctor

in the operating room, remotely coordinating his phone

calls between his cell phone and home phone. Sounds like

a scene from the future right? Well, not exactly. In fact, for

Sprint and some of the nation’s top cable operators—that

future is possible, and that future is now!

This vision, of bringing digital cable programming and other

services to mobile devices, was presented to Siegel+Gale

by Sprint and its joint venture partners, cable operators

Comcast, Time Warner Cable, Cox, and Bright House

Networks and hinged upon a long-term goal of going to

market with an evolving array of product choices that

communicate value and quality to consumers, while being

relevant to their increasingly digital lifestyles.

Sprint: Pivot

™

ABOVE: visual identity guidelines

™

Pivot style guide

Pivot style guide June 20063.6 imagery style

Imagery should tell a story about the Pivot positioning and attributes.

It is important to choose imagery that implies motion, particularly in a circular or pivotal manner. Or, choose imagery that relates to the services you can get on your phone from Pivot (i.e., sports, entertainment, music).

Shown here are examples of full-bleed imagery and silhouetted imagery. Use large, full bleed images for impact. Use white backgrounds with silhouetted images to communicate a simple and modern feeling.

full bleed

silhouette on white

3.0 Brand elements

Pivot style guide June 20066.12 endorsements

It is important to show the relationship of the MSO companies and Sprint in the Pivot joint venture. This is shown with the endorsement, which must appear on all Pivot communications.

The endorsement should always appear on a white background. Note the white endorsement area at the bottom of the example shown here. On two sided communications, such as a brochure, the endorsement area can appear on the back.

The endorsements shown here are for Pivot-focused communications. In Pivot-focused communications, Pivot is the central message, and the local MSO and Sprint logos appear as shown, with the description “Pivot is a new service from local MSO and Sprint.”

The MSO logo should always be on the left, and the Sprint logo on the right. Visually make the two logos appear equal, and align the baselines. The description appears to the right, on two lines, as shown. Do not re-create this art. Art work for the endorsements can be downloaded along with Pivot brand mark art at www.xxxxxxxxxxxxxxxxx.com.

On MSO-focused communications, the endorsement changes. See page 7.15 for specifications.

endorsement in use

www.pivot.com

watch

connect

acce

ss

receive

link

talk

surf

send

your world of information and entertainment wherever you turn

Pivot is a new service from Comcast and Sprint.

Pivot is a new service from Bright House and Sprint.

Pivot is a new service from Time Warner Cable and Sprint.

Pivot is a new service from Cox and Sprint.

6.0 Pivot communications

ABOVE: postersBELOW: brochure

ABOVE: service on handheld deviceBELOW LEFT: service on handheld deviceBELOW RIGHT: webpage

To reinforce this promise, OCAP needed a new name and

visual look and feel that captured both the short-term

needs and long-term vision of the technology. Siegel+Gale

conducted testing around different name and design options,

deciding on tru2way™ matched with a fluid, modern logo

whose integrated arrows and name give it a streamlined,

directional feel. As a stand-alone trademark and technology

symbol, the tru2way™ logo signifies the purity of the

interactive experience.

Formally announced in January at the Consumer Electronics

Show by Comcast CEO Brian Roberts, the tru2way™

technology will be integrated into digital television, hitting the

retail shelf in time for the 2008 holiday season. Impressed

by the positive marketplace reception to the tru2way brand,

CableLabs President and CEO Dr. Richard Green exclaimed,

“tru2way™ appears to have really nailed it for cable’s

interactive video future.”

A future that looks very bright indeed.

The future of television has arrived.

In 2007, Siegel+Gale was tasked with developing a brand

positioning, name, and visual system for the OpenCable

Platform (OCAP), a revolutionary technology that unleashes

the power of two-way, interactive television. Developed

by a multi-industry consortium of major cable operators

including Comcast, Cox, Time Warner Cable, Cablevision,

and Bright House Networks; electronics manufacturers

Panasonic, Samsung, LG, and Microsoft; cable industry

trade organizations CTAM and NCTA; and CableLabs®,

OCAP delivers an interactive viewing experience that all but

eliminates installation hassles and the need for equipment

such as the set-top box, wires and remotes.

In conducting a thorough analysis of the current

environment, organizational, and consumer perspectives,

Siegel+Gale learned that the brand opportunity centered

around enhancing choice, process, and the interactive

experience facing consumers. Out of this clutter came the

brand promise: OCAP’s ability to streamline how you choose,

use, and enjoy your TV.

tru2way

ABOVE: brochure

ABOVE: Brian Roberts, Comcast CEO, introduces tru2way at 2008 CESBELOW: tru2way compliant TV

ABOVE: billboardBELOW: reversed color logo

Not to knock revivals – who can hear enough Al Dubin and

Harry Warren, much less Cole Porter or the Gershwins, after

all? – but did you happen to glance at the 2006 nominees?

The History Boys, The Lieutenant of Inishmore, The Color

Purple and talent like Ralph Fiennes, Lynn Redgrave, Harry

Connick Jr. and Chita Rivera, to name a few…

… I mean, Come on, people!

The biggest award show on Broadway, upstaged by a little

golden celluloid hero?

We didn’t think so. Nor did the American Theatre Wing,

which sought to commemorate the Tony Award’s 60th

Anniversary in accustomed high style with a new identity

replete with a complete makeover of its logo, collateral and

website.

Not just cosmetics, but the health of the Great White Way

itself drove the Tony Awards into the arms of Siegel+Gale

(you know how these romances happen). The American

Theatre Wing sought to reach out to that wide swathe of

America whose conception of the live theater was limited to a

musical like 42nd Street.

Tony Awards

LEFT: posterRIGHT: website

THIS PAGE: postersLEFT PAGE: Times Square billboard

CNBC

To help CNBC make this transformation, Siegel+Gale created

a compelling new brand promise, personality, and tagline,

Make it Your Business, which positioned CNBC in the

personal finance market vs. stock selection.

We also identified the attributes that a business news network

should possess, and developed a strategic plan to help

CNBC evolve into this new model over time.

The convergence of the recession, the bear market, terrorist

attacks, and the war on the Middle East, had precipitated a

decline in CNBC’s ratings, audience, time spent viewing, and

advertising revenue.

In this new environment, CNBC needed to transform itself

from the “stock market channel” into a vitally interesting

business news network, build awareness for this broadened

offering, and restore trust in their brand.

THIS PAGE: print ads

The retail experience we created encompassed three

different types of stores: dealer stores (of which there were

300 across the country), brand stores (64), and the flagship

experiential store. In all environments, the key driver behind

the new design and components was education: Eurotel

wanted to teach new and existing customers how to use its

products and services as tools that allowed them to achieve

more. The components and merchandise in the stores were

designed to allow customers to experience and trial new

services through ‘touching’ and ‘experiencing’, thereby giving

them the means to interact with the brand

In order to communicate the idea of ‘achieving more out

of life’ we built an image library using real life people from

different walks of Czech life who represented the concept

of “everyday achievers”. The combination of this unique

imagery, with a fresh new visual language used consistently

across all touch-points, conveyed the notions of energy

and inspiration allowing Eurotel to generate impact and

distinctiveness in the marketplace, while maintaining their

long standing reputation of a solid, reliable company.

As the first mobile operator in the Czech Republic, Eurotel

dominated the market in the 1990s, but by the end of

the decade realized it needed to reposition the brand in

the face of new competition. We refined Eurotel’s existing

brand strategy, reinforcing the company’s vision that people

everywhere should view themselves as every day achievers.

Having conducted a thorough competitive analysis and in-

depth customer interviews to understand what made Eurotel

special, the results, combined with the core strengths of the

Eurotel brand, helped define the desired brand positioning

with key values that would shape every touch-point in the

relationship between the brand and its customers.

The new brand promise reinforced the company’s vision that

everyone should be able to get ‘more out of life’ – reflected

through the design of a unique and ‘energetic’ wordmark for

the name Eurotel. Having clarified their brand architecture,

we developed a browser-based tool to ensure that the new

model would be easy to understand and could be used

internally. We further simplified their communications by

rationalizing more than 20 separate marketing and billing

materials into just 3 literature editions resulting in significant

cost savings for the organization.

Eurotel

THIS PAGE: brand value posters

ABOVE: employee brand value poster LEFT: consumer brochures BELOW: SIM cards

ABOVE: business brochure BELOW: website

Qore: Presented by the PlayStation Network

Siegel+Gale assembled naming and design teams on both

coasts to garner the widest array of names and identity

explorations. Working from a common creative brief, we

focused on themes ranging from ‘purity’ to ‘exploration,’

the ‘center of the universe’ and the ‘heart of the game’.

Ultimately, the team focused on the idea of the program as a

representation of the center of the gamer universe.

“Qore is the first step in providing original content dedicated

to the PlayStation community and evolving the network into

a place where our customers can gather, share and discover

new forms of entertainment,” said Peter Dille, senior vice

president of marketing at Sony Computer Entertainment

America. Plans are to enroll 100,000 subscribers in 30 days;

with a target goal of acquiring 3-6% of the installed base.

And there is long-term interest in extending this brand name

to a broader content banner in the vein of MTV Films. This

name could become an imprimatur for PlayStation-generated

entertainment content of many different formats.

Loosely organized around the premise of a “digital magazine,”

PlayStation launched an interactive content program on

June 5, 2008, that serves as the gamers’ version of

60 Minutes or Access Hollywood. The subscription-based

program provides packaged interactive video that is refreshed

and distributed on a monthly basis. Qore episodes can be

purchased individually ($2.99) or by annual subscription of

13 episodes ($24.99). The format for each edition includes

up to four feature segments, a video download, recurring

editorial content, behind-the-scenes exclusive footage,

game downloads and beta tests, add-on game content, and

integrated advertising pods.

Initially targeting hardcore gamers (males, between the ages

of 18–34), but eventually expanding to include casual gamers

and entertainment enthusiasts, the name and identity needed

to convey the edgy nature of the content while invoking a

sense of accessible aspiration among casual gamers.

ABOVE: first episode of QoreLEFT: digital magazine images spreadBELOW: brand voice book spread

The My Yahoo! property had high visibility in the new

information architecture but the sign-up page had low click-

though rates. We needed to explain: What is My Yahoo! and

determine what messages would resonate with potential

users. We proposed a comprehensive test of multiple

messages each running for two weeks’ time and testing both

rich media and HTML versions of the registration pages

based on either personality or functionality. Conversion could

be improved by breaking up the registration process and

providing contextual help.

Since the beginning of our engagement, Yahoo! has seen

some significant results. There was an increase in My Yahoo!

sign-ups for every test case with the Personality message

resonating the best and resulting in a 51% increase in sign-

ups and a 61% increase in sign-ins. In addition, it has been

positively received among the business community.

“Yahoo!’s tack differs from many of its Net competitors. The

company attaches its moniker to virtually everything it does

and intertwines its various services with links throughout its

sites.” — Business Week

Yahoo! approached Siegel+Gale to help them better handle

their rapid growth. They had grown from a directory to

the largest website on the Internet. An engineering based

environment and siloed culture had resulted in a confusing

user experience, and undefined value propositions and

cumbersome registration processes were barriers to entry

for consumers. As a result, registration had grown in length

throughout the years due to different properties needing

different information. Managing that information was difficult

and confusing—a great deal of information can be managed

only by going through the individual properties.

Yahoo! approached Siegel+Gale to assist with overall strategy,

brand and information architecture, and user interface

design. Through the process, Siegel+Gale learned that the

Yahoo! brand needed to work just as hard at migrating users

from property to property as drawing them in. Naming of

properties needed to be descriptive for increased ease of use

and understandability. Many of the property benefits were

not clearly explained to consumers. Siegel+Gale developed

a decision tree strategy for naming brands related to their

relevance to the master brand.

Yahoo!

ABOVE: brand architecture decision treeRIGHT: decision tree close-upBELOW: my Yahoo! registration

American Express

Dolce

Lexus

Agility

The New School

SunTrust

AARP

Tony Awards

Comcast

Sony PSP

Allstate

Motorola

U.S. Air Force

Harley-Davidson

NBA

Port of Long Beach

Other relevant work: Siegel+Gale

Siegel+Gale Timeline

New York625 Avenue of the Americas4th FloorNew York, NY 10011United StatesT +1 212 453 0400

Los Angeles10960 Wilshire BoulevardSuite 400Los Angeles, CA 90024United StatesT +1 310 312 2200

London1 RiversideManbre RoadLondonW6 9WAUnited Kingdom T +44 (0)208 735 8950

Dubai Burj Dubai Square Building 1, 6th FloorP.O. Box 40604, DubaiUnited Arab EmiratesT. +971 4 425 8841

www.siegelgale.com