CLIENT

Getinge

WE DID

Brand identity // Visual identity // Logotype // Image tonality // Tone of voice // Brand guidelines // Communication Guidelines // Brand implementation

Over the years, Getinge had grown substantially, as had its brand portfolio. But all of that success began to create a bit of an identity crisis and the company decided to bring all of its offerings under one brand

Challenge

Getinge had made the strategic decision to harness its collective strength and bring all offerings under one brand. The challenge was to translate the new brand framework – spearheaded by the brand promise "Passion for life" – into a clear and engaging identity.

Approach

We scanned and analysed Getinge’s current look and feel versus the market and the competitive landscape. We then mapped against the wanted position and brand framework to identify opportunities for distinction. When that was completed, we developed the new brand identity and brand guidelines as well as the implementation program.

Solution

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. 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, we also created an extensive implementation package and program internally.