Identity and image are among a company's most important assets, as a strong name and reputation are essential for business success. It is especially vital for global organizations to establish a consistent corporate image around the world.

For Crown Holdings, Inc., a world-leading packaging supplier, the challenge was uniting multiple, well established affiliated companies under a single identity while maintaining the credibility built with customers at the local level.

The company adopted a simplified trademark - Crown - and logotype along with new legal entity and business trade names. To support this change, ABI prepared a Global Style Standard Guide to establish a branding protocol for the entire Crown community. Parameters were established to identify Crown in signage, stationery, brochures, advertisements, web sites and other forms of communication.

ABI also wanted to convey the value Crown brings to customers by developing packaging solutions that help enhance brand appeal and grow sales. The tagline "Brand-Building Packaging™" was created to neatly tie together the various technologies and services that differentiate Crown from the competition

By positioning Crown as the leader in brand-building packaging, the company is defined as a strategic partner that helps its customers grow sales rather than as a commodity supplier.

The style standards have ensured consistent use of the Crown name and logo, helping the company distinguish its brands, products and services, and enabling its global audience to get to know the "new" Crown.