Feasibility Report For Rebranding Artline

By Imran Teo
14 August 2007

Executive Summary
This report is a feasibility report for the proposal to rebrand Artline. It includes the description about the project, background information about artline and rebranding, and possible solutions on how to rebrand successfully. We will be discussing: • • • • The feasibility of the project Background information Possible solutions The most feasible solution

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Table of Contents Executive Summary.......................................................................................................2 1. Project Description.....................................................................................................4 2. Background information.............................................................................................4 2.1 On Rebranding.................................................................................................4 2.2 On Artline.........................................................................................................4 3. Possible Solutions.......................................................................................................4 4. Evaluation of Solutions..............................................................................................5 4.1 Redesigning the logo........................................................................................5 4.2 Think of a new the slogan................................................................................5 5. Most Feasible Solution...............................................................................................6 6. Conclusion..................................................................................................................7 7. References..................................................................................................................7 8. Appendix....................................................................................................................7 8.1 SWOT Analysis................................................................................................7 List of Figures Figure 1. Current Artline Logo………………………………………………………6

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1. Project Description
Artline has approached me to discuss the rebranding in the company image. After holding talks with Artline and putting forward my proposal complete with a SWOT analysis (Appendix 8.1) to rebrand, they have given me the go ahead to do a feasibility report. The project will include a number of things. Much research will go into finding out what our consumers want. This can be achieved a few ways, holding focus groups being one way. Once the research has been done and we understand what the market is looking for and what Artline wants, we need take the necessary steps to implement the solution.

2. Background information
2.1 On Rebranding
Re-branding is the process by which a product developed with one brand is marketed or distributed with a different identity. This may involve radical changes to the brand's logo, brand name, image, marketing strategy, and advertising themes. On the other hand, it might involve merely superficial changes.

2.2 On Artline
Artline is an international brand made by Japanese organization, Shachihata. From its humble beginnings in 1925 with a range of stamping products, Shachihata is now renowned the world over for making premium pens, markers and stamp pads (1)

3. Possible Solutions
There are several possible solutions that we can utilize to rebrand Artline to it’s improve its image. Here are just some possibilities of what we can do to rebrand: Redesigning the logo Think of a new slogan Changing the style of the stationary These are just 3 solutions on how to update and improve the Artline image.

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4. Evaluation of Solutions
Evaluate the various solutions you have generated for the purpose of reducing the list to only the most feasible solutions.

4.1 Redesigning the logo
Currently the Artline logo is just the word Artline in a blue font. This leaves plenty of room for improvement in that an actual logo can be implemented or at least spice up the font a little.

4.2 Think of a new the slogan
The current Artline slogan is “Make an impression with… Artline”. (1) I think that this is actually quite a good slogan and doesn’t need to be changed or redone. It clearly outlines what the message that Artline wants and displays how high the quality of their products is in comparison to other companies.

4.3 Changing the style of stationary
This could be as simple as just changing the colour scheme on its stationary, or could go as far as complete changes to the designs on the entire range of pens stationary. Artline stationary looks good very appealing already so exploring this option would only produce a little bit of improvement. This could be rather expensive and time consuming.

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5. Most Feasible Solution
Out of all the possible rebranding solutions, I think the best one to explore the possibilities of redoing the logo.

Fig 1. Current Logo

As said previously, the logo is just the words Artline written in blue so that leaves plenty of unexplored potential in creating a logo that fits the company. This can be done in a variety of ways. By changing the font to a more modern or flashier font it’s possible to catch the eye of a younger audience who are looking for fun or creative things to do. The colour could also be changed, maybe even multi-coloured. Another possibility is to actually create a logo, such as using a shape etc. Implementing a simple background shape such as a brush swish, a pen swish etc would add some movement and life to the logo. Combining a different font, plus a simple shape could give the logo what it needs to catch the attention and appeal of a wider audience. It will take approximately 2 months to rebrand the company. This will involve us conducting research and holding focus groups towards our customer base as well as our intended target audience. We will take our time and design a new Artline logo and refine it until we produce a good quality logo.

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6. Conclusion
Rebranding is a great opportunity to move your company up in the market. It will make Artline and competitive force against other stationary companies. If done correctly it has the potential to boost profits and increase the consumer base from a larger target audience. It will refresh and modernise your company and will make u look up to date with the best and latest products. The major hurdles to overcome would be designing the right logo which will not only attract a new customer base, but also hold onto our existing customers. We don’t want to gain new customers at the cost of existing ones. There is always a risk that rebranding the Artline image might not work and we could lose a lot of money but our team will ensure that we come out with a positive result

7. References
1. http://www.artline.com.au/ Accessed 14 August 07

8. Appendix
8.1 SWOT Analysis
Strengths Good slogan. Good quality pens. Reliable. Opportunities Target a wider demographic with a more modernized logo Weaknesses Boring logo. Colours need a bit more work. Threats If they don’t modernize, they might lose out to their competitors such as Pilot and Staedtler who have flashier eye catching logos.

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