The ubiquitous bar code, dubbed the UPC by its originator, the Uniform Code Council, had reached a global impasse. One hundred and three nations were using some form of the code, but were uncoordinated in their market outreach, business synchronization and branded implementations around the world. Forty-two agencies from around the world were tapped to submit new brand development designs for a new global organization.
The Agency was selected to help harmonize standards, coordinate communications and develop one global brand for the symbol and the system.
Elias/Savion created GS1 as the new name for the international organization. The name (short for one global standard) played well in all countries and was unanimously chosen by all 103 member nations. The Agency then developed a master brand, the “global language of business” tagline, member nation brands, technology brands and full brand guidelines for global use.
Communications were standardized around the world and templates for reports, business cards, meetings, digital and all marketing materials were created. The Agency also worked closely with major supply chain players like Procter & Gamble, Kraft Foods, Nestle’, Wal-Mart, Kroger, PepsiCo and others to incorporate their supply chain information, produce meetings, promote conferences and create packaging guidelines for the application of bar codes in all CPG categories.
Elias/Savion led the charge that resulted in the induction of the bar code into the Smithsonian Institution in Washington.