westlaw japan brand refresh

OT026_202107_FD

Westlaw Japan brand refreshSummary & approaches , 2021

Internal Use Only

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• There is a desire to refresh the Westlaw Japan logo and bring the approach into our current brand standards.

• The Westlaw Japan situation is unique in that it is a joint venture between Thomson Reuters and Shinnippon-Hoki.

• The branding currently in use today was introduced in 2009, shortly after the creation of Thomson Reuters.

• Thomson Reuters was launched with a Masterbrand strategy but has taken a phased approach to moving away from a house of brands.

• A flagship strategy was implemented in 2011 at which time our approach to logos shifted both in terms of what logos represented but also how they were applied.

Overview and summary

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Building towards a masterbrand strategy

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HOUSE OF BRANDS FLAGSHIP STRATEGY MASTERBRAND STRATEGY

“I buy Westlaw.” “I buy Westlaw from Thomson Reuters.”

“I trust and work with Thomson Reuters. I buy their online legal research product”

A disparate portfolio of organicand acquired brands with little to

no connection to each other, nor Thomson Reuters.

Flagships lead the customer conversation, acting as key equity holders and proof points for the masterbrand–either as umbrellas or

products.

Thomson Reuters is being established as the global masterbrand.

A single “look and feel” for existing brands is incorporated throughout the

entire portfolio and customer experience.

Thomson Reuters takes on more ownership of the customer relationship and is the primary brand where equity is built. Thomson Reuters

is the brand that does the “heavy lifting.”

Flagships become hero products inextricably linked to Thomson Reuters supporting the masterbrand.

A descriptive naming strategy is established for new products – linking Thomson Reuters directly

to capabilities vs. brands – and employed retroactively where possible.

DAY ONE 2008 TODAY

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products.









DAY ONE 2008 TODAY

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products.









DAY ONE 2008 TODAY

HOUSE OF BRANDS

“I buy Westlaw.”“I buy Westlaw fromThomson Reuters.”

“I trust and work with Thomson Reuters.I buy their online legal research product”

FLAGSHIP STRATEGY MASTERBRAND STRATEGY


no connection to each other,nor Thomson Reuters.

Flagships lead the customer conversation,acting as key equity holders and proof pointsfor the masterbrand–either as umbrellas or

products.Thomson Reuters is being established

as the global masterbrand.A single “look and feel” for existing

brands is incorporated throughout theentire portfolio and customer experience.

Thomson Reuters takes on more ownershipof the customer relationship and is the primarybrand where equity is built. Thomson Reuters

is the brand that does the “heavy lifting.”Flagships become hero products inextricably linkedto Thomson Reuters supporting the masterbrand.

A descriptive naming strategy is established fornew products – linking Thomson Reuters directly

to capabilities vs. brands – and employedretroactively where possible.

DAY ONE 2008 TODAY

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What that looks like for an ad

DAY ONE 2008 2011 TODAY

• Product logo was in primary sign-off position• Thomson Reuters in secondary sign-off position• Westlaw Japan guidelines assumed this would be the most common approach to branding. The business logo would be used in very limited application

• All legacy product logos retired• Flagship logo introduced to represent the category• Flagship positioned as first read in upper left• Thomson Reuters is the only logo that carries a symbol and it sits alone in the sign-off

• When promoting a specific version of Westlaw, generally the Flagship isn’t used• Product is represented as part of message.• Thomson Reuters sits alone in the sign-off

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• Westlaw Japan is a brand created to represent the partnership between Shinnippon-Hoki and Thomson Reuters in Japan. There is also a Westlaw Japan product.

• Westlaw Japan (business) jointly brings the Westlaw Japan (product) to market, as well as provide sales and marketing services to other Thomson Reuters legal products sold in Japan, including:

• Thomson Reuters sells other non-legal offerings direct to the Japanese market, such as ONESOURCE and Checkpoint

• Other Westlaw product variants: WestlawNext, Westlaw Asia, Westlaw China, Westlaw Middle East, Westlaw Japan Academic Suite, Le Doctrinal Plus (France)

• Practical Law, Data Privacy Advisor, Contract Express, Drafting Assistant, HighQ, Legal Tracker, Elite 3E, Compliance Learning and Regulatory Intelligence

• Note: All of Thomson Reuters legal offerings sold in Japan are sold through the Westlaw Japan joint venture

Background

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• While there are no legal requirements to use the Shinnippon-Hoki logo on Westlaw Japan or Thomson Reuters materials, the Shinnippon-Hoki brand has great presence and history in the legal business in Japan

• Thomson Reuters has low awareness among legal audiences in Japan, though there is a desire to increase its awareness

• The current Westlaw Japan logo used the legacy Westlaw blue color and cyber dot treatment that is no longer used in other markets

Situation

Current Shinnippon-Hoki and Thomson Reuters co-brandCurrent Westlaw Branding - Japan Current Westlaw Branding - Japan

Westlaw EdgeWestlaw Classic Product - no logos used for individual Westlaw product names. Product names treated in text only.

Product

BusinessGlobal Flagship

Co-brand treatment

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• Bring the Westlaw Japan logo identity treatment current, removing legacy brand elements

• Closely align Westlaw Japan partnership and product branding strategy with Thomson Reuters global brand strategy where relevant and possible

• Leverage equity of Shinnippon-Hoki, and the Westlaw Japan brand, while increasing awareness of Thomson Reuters

• Provide a clear brand experience to customers

Goals

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• Logo artwork (e.g., EPS, PNG, GIF, etc. file formats across horizontal and vertical logos and of different color variations)

• Logo artwork usage guidelines (finalize quick reference guide that provides direction on logo minimum size, clear space, etc.)

• Logo usage guidelines that provides clear direction on when to use Westlaw Japan (product) name, Westlaw Japan (business) logo, Thomson Reuters logo and Shinnippon-Hoki logo

• Timing: July (in preparation of October anniversary milestone event)

Needs and timing

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Westlaw Japan logo recommendation

Westlaw Japan (business) branding Westlaw Japan (product) branding

Primary and preferred logo

Westlaw Japan (business) Horizontal Logo Lockup

Rationale: • Provides clarity of what the Westlaw Japan entity represents • More prominent use of Shinnippon-Hoki brand for greater relevance to Japanese market • More prominent use of Thomson Reuters to increase awareness• Avoids a cluttered, multiple logo experience• Closer aligns with Thomson Reuters global brand strategy • Forces a clearer differentiation between Westlaw Japan the business versus when we’re talking about Westlaw Japan the product

Alternate logo - when space is limited, and material has a horizontal orientation

Westlaw Japan (business) Vertical Logo Lockup

No logo – product name treated in text only

Text should follow surrounding style and carry no special styling. It should be all the same case, weight color and size

Westlaw® Japan

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Shinnippon-Hoki and Thomson Reuters co-brand recommendation

Shinnipon-Hoki and Thomson Reuters co-branding

Co-brand treatment - to be used sparingly, only as necessary, and when ample space available

Rationale: • Avoids a cluttered, multiple logo experience

Note: Co-brand treatment should never be used in close proximity to Westlaw Japan (business) logo lockup (for example: co-brand treatment and Westlaw Japan business logo lockup should not be used together on a single page document, they should not share a footer, etc. See examples to follow for guidance)

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Additional guidance and exceptions

A Shinnippon-Hoki, Thomson Reuters tagline

Additional inclusions of the Shinnippon-Hoki, Thomson Reuters tagline in text should be removed, given it is already included in logo lockup, to create a cleaner and simpler experience

Thomson Reuters product branding

Thomson Reuters products do not have logos. Product names should be treated in text only as part of messaging. Thomson Reuters should be included in product names to provide clarity of its alignment to Thomson Reuters and help to bring greater awareness to the Thomson Reuters brand

Exception: Social Media Channel Branding

Westlaw Japan (business) Vertical Logo, without the tagline, can be used in channel avatar. Tagline should be included in channel description.

Example

Example

Correct Incorrect

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Usage examples

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Westlaw Japan website

Current Styling Proposed Styling

• Westlaw Japan (business) Horizontal Logo Lockup used as primary branding

• Shinnippon-Hoki, Thomson Reuters co-brand could be used in footer given ample space and distance from Westlaw Japan business logo (but not required)

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Westlaw Japan Brochure



• Westlaw Japan product treated in text as part of message

• Shinnippon-Hoki, Thomson Reuters co- brand can be used on back page given ample space and distance from Westlaw Japan (business) logo

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Westlaw Japan business card


• Westlaw Japan (business) Vertical Logo Lockup used on English business card given limited space and horizontal orientation of business card

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Thomson Reuters Practical Law brochure



• Thomson Reuters Practical Law product treated in text as part of message


Note: Thomson Reuters has a new logo that does not include The Answer Company tagline. Please use the new Thomson Reuters logo going forward.

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• Thomson Reuters Westlaw Asia product treated in text as part of message (note: Thomson Reuters should be included in product name)


Thomson Reuters Westlaw Asia product brochure

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HTML e-mail


• Shinnippon-Hoki, Thomson Reuters co- brand can be used in footer given ample space and distance from Westlaw Japan (business) logo

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Content List


Note: : Co-brand not used here given limited space, though you could use Westlaw Japan (business) logo lockup on front page and co-brand in footer of back side or second page if this is a multiple-page document.

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Seminar Leaflet


Note: : Co-brand not used here given limited space, though you could use Westlaw Japan (business) logo lockup on front page and co-brand in footer of back side or second page if this is a multiple-page document.

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Tradeshow booth


• Thomson Reuters logo used as secondary or supportive brand, and used in text above the listing of Thomson Reuters products given repeat use in each product name would be highly redundant given multiple product listings

• Shinnippon-Hoki, Thomson Reuters co- brand treatment not recommended here given featured products are largely Thomson Reuters only; Shinnipon-Hoki still receives mention in Westlaw Japan (business) Logo Lockup

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Westlaw Japan Product UI

• Westlaw Japan (product) treated in text (with our Knowledge font, no special styling) as primary branding

• Westlaw Japan (business) logo used as favicon in supportive or secondary brand position (not tagline inclusion given extreme limited space)

• A Shinnippon-Hoki, Thomson Reuters Partnership message included as text only in footer given space limitations

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Westlaw Japan Facebook

• Westlaw Japan (business) Vertical Logo used in avatar given limited space and social media exception

• A Shinnippon-Hoki, Thomson Reuters Partnership message included as text in close proximity for context

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Westlaw Japan Twitter



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Westlaw Japan The Line



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PowerPoint

• Westlaw Japan (business) Horizontal Logo Lockup used as primary branding of template

Note: Co-brand treatment could be used within content of a slide to introduce or explain the partnership but should not be a standard part of the template.

westlaw japan brand refresh

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