PotashCorp’s logo is one of the most recognizable in Canadian business and in the fertilizer industry.

Naturally, the company wants to ensure its facilities and employees around the world are representing its identity properly. To this end, PotashCorp recently launched an online internal identity and graphic standards manual.

Accessed via PotashCorp’s secure intranet and available to all PotashCorp facilities worldwide, the manual includes downloadable content that’s customized to each facility. A manager at PotashCorp Allan, for example, can download logos, letterhead, fax and memo templates designed for that operation. Also downloadable are a range of illustrated products, including t-shirts, hardhats and flashlights, featuring the facility's logo properly positioned and sized to ensure products are produced according to corporate guidelines. A manager at Cincinnati can go to the same site and find products designed for that facility, and so on.

The ability of the online manual to match locations with logos is a result of automation in the architecture of the website. Using this method, customized content is automatically delivered to each site without having to build hundreds of individual graphics. To change the way a logo should appear on a jacket or hardhat, one single layout is altered in the content management interface and the change is propogated throughout the entire site for all facilities. 

Creative Fire worked with JellyCode on this project to develop technology that intelligently matches logos with product illustrations based on the location chosen by the user. Customization is achieved automatically by assigning specific logos to specific locations. Sample and downloadable items are built automatically by the system to comply with overarching logo usage rules.

The site is instantly updatable and eliminates paper and distribution costs.

The system provides a template for any future updates to PotashCorp’s logo and identity along with creating an easy-to-use destination for graphic/logo inquiries and downloads.