Introduction

Corporate Brand Guidelines ensure that the visual design elements of JCI are applied correctly in every application in which JCI is identified. Published guidelines are essential for providing consistency in a large, diverse organization like JCI. These guidelines should be followed to give JCI a global uniform corporate identity, greater visibility and powerful marketing possibilities.



The purpose of the program is to create uniformity in the visual image of JCI’s large and diverse organization. It is important that the standards are strictly followed, especially in regard to those of the JCI logo. The success of maintaining corporate identity depends on the ownership of its goals and values by every associate.

Any questions regarding JCI Corporate Brand Guidelines should be directed to the JCI Secretary General, Tel.: 1-636-449-3100, Email: identity@jci.cc.


Building the JCI Brand

Brands are icons of our society reflecting our personal preferences, values and lifestyles. A brand is not something tangible, such as a label, logo, style and feature. In other words, it does not consist of rational features benefits. A brand is created in the hearts and minds of the consumer. Brands are an emotional connection – way beyond rational reasoning and logic, product superiority, product attributes, or technical specifications alone.

The importance of building JCI’s brand identity is vital to our success as an organization. It’s like a fingerprint; it reflects the mood and tone you want to capture in whatever piece of communication – advertising, newsletters, brochures, signs, web sites, etc. 360-degree branding captures the thought that every point of contact that an individual with JCI should reflect the same tone. Having the same tone doesn’t necessarily mean that every piece of communications must look the same.

Any communication generated by JCI should reflect the passion that those affiliated with JCI have for the betterment of society.