Online manual application
2005
PANalytical is the world’s leading supplier of analytical instrumentation and software for X-ray
diffraction (XRD) and X-ray fluorescence spectrometry (XRF). The materials characterization
equipment is used for scientific research and development, for industrial process control
applications and for semiconductor metrology. The companies headquarters are in Almelo, the
Netherlands. PANalytical was founded in 1948, as a department of the worldwide electronics
concern Philips. Formerly, the name of the company was Philips Analytical.
In 2002 Philips sold Philips Analytical to the Spectris group. The Spectris group is listed on the
London Stock Exchange and has 15 other business units besides PANalytical. Philips Analytical
was sold because Philips wanted to focus on their main markets, like consumer electronics and
semiconductors.
From that day, Philips Analytical changed into PANalytical. PANalytical did become an
independent brand, which was not the case when it was a division of Philips. The safe and
sound position behind the superbrand Philips was suddenly no longer there. PANalytical can
operate semi-autonomous within the Spectris group. PANalytical is now fully responsible for the
marketing and promotion of their brand new brand.
When Philips Analytical changed into PANalytical there was of course no instant new brand
identity. Everything and everyone was still simply thinking ‘Philips’. The first PANalytical slogan
was simply: “Same people, same products, same support.”
The top management decided to start a large project to create an own new independent brand
identity. The project is called the EBL project. EBL stands for Experience Brand Language.
Marketing Services Manager Folke Meijer leads this enormous operation. Within the EBL project
falls everything related to creation of the new brand identity of PANalytical. This involves a new
corporate strategy, brand personality but also a new graphical housestyle. PARK advanced
design management, a company specialised in branding processes, assists PANalytical with the
entire EBL project.
An important part of the EBL project is the creation of nine design manuals, each for a different
design discipline within PANalytical. These nine disciplines are: graphic, imagery, copy, product,
user-interface, web, booth, facility/3d and behavior. In these nine manuals all the guidelines for
these new brand identity elements are formulated. These manuals are an important tool for
implementing PANalytical new brand identity in the own organisation, but also for
communicating the PANalytical brand identity to the external market.
The current nine manuals are made by various external design bureaus. There is missing
consistency between the manuals. PANalytical is searching for a new unambiguous navigation
and ‘look and feel’ for all EBL manuals. In this new navigational form, the needs of the everyday
users of the manuals must be taken into account very seriously.
A new unambiguous navigation and look and feel for all the nine design manuals with a strong
emphasis on usability. That is the core of this bachelorstudy.
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