Mr. Softy Corporate identity manual: A manual on the graphic identity of Mr. Softy

• Main Author: Chuahiock, Howard Eldon Q.
• Format: text
• Language: English
• Published: Animo Repository 2009
• Subjects: Franchises (Retail trade) > Self-regulation > Philippines; Ice cream industry > Philippines; Communication
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/2824
• Institution: De La Salle University

Mr. Softy is an organization that is involved in the franchising and ice cream industry. In an interview with Ms. Osma, the Marketing Officer of Mr. Softy, it was revealed that Mr. Softy allows the franchisee to use the Mr. Softy logo as an independent operator of the franchise without any guides or manuals on how to properly apply the corporate signature of the organization (Ms. Osma, personal communication, February 18, 2009). The visual audit of Mr. Softy's communication materials revealed the organization's graphic materials and corporate signature are applied differently from one outlet to another. The lack of these formal guidelines has resulted in the inconsistent application of the corporate signature. According to Olins (1990), all communication materials of the organization have to be consistent in quality and character because these materials reflect the organization as a whole (Olins, 1990, p. 7). The organization needs a Corporate Identity manual in order for its franchises to have a guide when applying the corporate signature. The corporate identity manual will ensure the consistency of the organizations communication materials.