A brand new Getinge

A brand new Getinge

Getinge is one of the 25 largest medtech companies in the world; a status too few are aware of. When they decided to harness their collective strength and bring all offerings under one brand, they asked Paradigm to help boost their communicative power with a fresh new identity.

We were proud to take on the responsibility, and quickly started developing what would turn out to be the ideal translation of their new promise, vision and set of values.


The challenge

Translate their new brand framework into a clear and engaging identity

Over the years The Getinge Group has grown substantially, as has their brand portfolio. But all of that success began to create a bit of an identity crisis. By spreading their offering across more than 70 brands, customers were having difficulty understanding their reach and collective strength as a concern. It was time to unify the brands and start moving closer to their vision of becoming ”the world’s most desired medtech company”.

They came to Paradigm with the challenge of translating their new brand framework – spearheaded by their brand promise "Passion for life" – into a clear and engaging identity.

From logotype to tone-of-voice, we set out to create the tangible elements that would help shape everyone’s perception of the company and the people behind it. 


The solution

We began as we always do, by getting better acquainted with our client, their competition and the market. To sort out which tactics should be embraced, which should be avoided and which needed to be introduced. With this in mind we then began crafting elements that, collectively, would set the foundation for a powerful and distinct brand experience. 


New logotype

The new Getinge logo expresses a purposeful, forward-thinking brand in the medtech industry. The symbol is inspired by the star of life; a globally recognized reference to medical personnel and emergency rescue. Its multiple parts represent the company’s numerous areas of competence coming together to help save and improve people’s lives. Combined with the modern word mark, it captures the human-centric spirit of the new Getinge brand.

Old logotype

Old logotype

New logotype

New logotype

 

To reflect the innovative power behind the brand, the word mark was developed using geometric shapes. The symbol is inspired by the star of life; a globally recognized reference to medical personnel and emergency rescue. Its multiple parts represent the company’s numerous areas of competence coming together.


New imagery: reflect Getinge’s brand promise

People now play a more central role in the images, bringing a human connection to the brand. Research showed that people receiving healthcare value everyday things, from private moments to small celebrations. The new imagery tonality will help reflect the value of good healthcare and what it really provides.

Old image tonality

Old image tonality

New image tonality

New image tonality


New color scheme: grounded in color psychology

A three-tier color system provides an added level of warmth. The primary color is dark blue to convey trust and professionalism, values sought by Getinge’s customers. Secondary grey tones add depth to the palette by complementing without competing. Accent colors help inject a new level of vibrancy and dimension.


New tone-of-voice: the people behind the brand

The new tone-of-voice gives people a taste of what it might be like to do business with Getinge. The reader experiences a balanced voice; one of competence and compassion. Audiences should always feel like they’re having dialogue with the people behind the brand - because they are.


    Making it stick

    We know from experience that for the brand to truly come to life, everyone in the company needs to understand and help endorse the brand. To help secure this, delivery also included:

    Separate handbooks addressing brand communication, exhibitions, digital channels and office materials

    Separate handbooks addressing brand communication, exhibitions, digital channels and office materials

    Four educational concept films covering the core elements, tone-of-voice, storytelling and how it all comes together

    Four educational concept films covering the core elements, tone-of-voice, storytelling and how it all comes together

    A training workshop curriculum including visual aids, exercises, tests and a detailed script

    A training workshop curriculum including visual aids, exercises, tests and a detailed script

    Functional templates detailing layout options, margins, typography and logotype placement

    Functional templates detailing layout options, margins, typography and logotype placement


    The results

    With the unification complete, Getinge now has an authentic and engaging identity to reflect the foreward-thinking and human-centric company they’ve become. Now embraced by all corners of the organization, the new brand is now being rolled out to all markets, beginning online with a new website.

    See for yourself at www.getinge.com

    “Paradigm had the experience required for this type of extensive branding. They have made similar journeys with other large global companies and I knew I could rely entirely on their ability to transform our brand into strong and unified communication to all channels.”  –  Anders Selander, Vice President Brand Portfolio Strategy at Getinge


    The project team

    Cecilia Hellichius

    Design Director and Senior Partner
    +46 31 761 56 13
    cecilia@pdgm.se

    Emelie Andersson

    Communication Strategist
    +46 733 22 46 85
    emelie@pdgm.se

    Hans Hjelmberg

    Graphic Designer
    +46 733 69 61 43
    hans.hjelmberg@pdgm.se

    Fred Wikman

    Brand Strategist and Copywriter
    +46 709 73 36 33
    fred@pdgm.se