| Russian Railways - RZD
2011 REBRAND 100 > notable Enterprise Rebrand Country Base: Russia Industry/Sector: Transportation, Railways, Government and State Agencies Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting Russian Railways is the third largest company in the world by its total track mileage, the fourth one – by its passenger flow, and the first largest company in the world owing to its total mileage of electrified tracks. Challenge 1,200,000 employees currently work for RZD. The company carries over 1 billion passengers per year. RZD serves as a mediator for the Russian economy by being the main artery that provides integration of all Regions of the Russian Federation. By changing its logo in 2006, RZD has demonstrated its intention to transform from a bureaucratic monopolist into an efficient client-oriented market player. Strategy The process of company reformation took not only the change of its logo, but also the renewal of its mentality and corporate culture. “Reform happens in our minds”, - V.I. Yakunin, the RZD President, believes. The crisis of 2008 has forced the Company to speed up the development and implementation of new management tools for its brand, the most important, non-material asset of the holding company. A few of the objectives the new proposed branding solutions had to meet: • Propose a visual system which, on the one hand, will create a single image for the company amongst all its audiences in every point of contact, and on the other, meet the needs of over 100 companies within the holding for effective and memorable communications; • Propose a visual system that works equally well in print, on digital carriers, on the Internet, on the outsides of trains, in railway station navigation systems, on staff uniforms and other important channels of communication with the external world; • Propose a visual system that can be rolled out in the main channels of communication without excessive expenditure, taking into account the geographical scale of the rollout, the imbalance in technological development between different regions of the country and the number of carriers to be rebranded. Result In order to meet client demands, a new brand ideology was developed: Platform, Architecture, Brand Management System, as well as Design Concept - all of which are currently being implemented into RZD’s daily activities. Credits: Client: JSCo RZD - www.rzd.ru Head of the Company: Vladimir Yakunin Head of Corporate Communication: Sergey Mikhailov (Board Member) Head of Branding: Pavel Zotov Brand Strategists/Designers: Vasha Marka Creative Solutions - www.vmkr.ru General Direction: Irina Solovieva Consulting and Project Management: Sergey Sharyukov Creative Direction: Dimitar Gavanski Senior Designers: Ekaterina Kassil, Florian Ruta Designers: Nadezda Sokolova [back] |
