Case Study Archives: Integrating the Olympics into an Identity Program

Usually there are two identity manuals sitting on the shelves of Olympic sponsors: the Olympic graphic guidelines and the company's own guidelines. This lack of integration often means that the high cost of an Olympic endorsement is not leveraged fully.
    Texaco avoided this pitfall by including Olympic sponsorship guidelines within their "Texaco Brand Community" site. A database structure enabled BrandLogic to "interweave" specific Olympic regulations automatically and appropriately throughout Texaco's guidelines. For example, on the Web pages dedicated to producing brochures, "How to Use the Olympic Sponsorship on your Brochure" also appears.