Online manual application

Tijssen, Jan (2005) Online manual application.

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Abstract: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.
Item Type:Essay (Bachelor)
Faculty:ET: Engineering Technology
Subject:20 art studies
Programme:Industrial Design BSc (56955)
Link to this item:http://purl.utwente.nl/essays/66863
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