Brand design in mergers
Can brands get married? - The answer one would like to hear at a wedding is "Yes". This also applies to brand design. But before one hears this word, the two who are standing there have hopefully gotten to know each other well and considered how they fit together. And also, who contributes the couch from the household, and who the grill.
Especially in corporate mergers, an analysis of the genetic material, that is, the DNA of the two brands is relevant. The most important questions are: What is the goal? How does one want to be perceived in the market? How to stay relevant? What are the strengths and weaknesses, potentials and possible dangers? All of this can be packaged in a brand design as a message. There are different models for a visual ratio.
Your advantage:
A meaningful design that is not only perceived as "beautiful", but also understood - in all media.
01 | Strengthening the main brand
This conveys a certain hierarchy and authority. In principle, visually the main brand is emphasized and communicates that the newly acquired other brand has a kind of subsidiary relationship.
02 | Combine the strengths of multiple brands
In this case, a redesign conveys the message "we are now one". This variation must be very balanced so that the result does not become a pale, undefined brand. The goal is to convey the strengths of both brands in a new, joint brand through the merger.
Communication of the company's culture through brand design
A culture within a company grows from its foundation and matures continuously. Brand design communicates what it would be like to work with this company. The process of gaining trust does not start from actual contact, but from visual contact. It's the same as when two people are already sympathetic long before the wedding, which often happens through visual cues (smiling).
The global brand portfolio of the conglomerate Sonova | Audiological Care must not only resonate locally with the impact of the local brands but also align with the conglomerate.
