Brand design in mergers
Can brands get married? - The answer you want to hear at a wedding is "yes." That's also true when it comes to brand design. But before you hear that word, the two standing there have, in the best case, gotten to know each other well and considered how they fit together. And also who from the household will contribute the couch, and who the grill.
Especially in the case of corporate mergers, an analysis of the genetic makeup, i.e. the DNA of the two brands, is relevant. The most important questions are: What is the goal? How does one want to be perceived by the market? How does one remain relevant? What are the strengths and weaknesses, potentials and possible threats? All this can be packaged as a message in a brand design. There are different models for a visual mix.
Your advantage:
A meaningful design that is not only perceived as "beautiful" but also understood - in all media.
01 | Strengthen the main brand
Here, a certain hierarchy and authority is conveyed. Basically, the main brand is visually emphasized and it is communicated that the added other brand has a kind of daughter relationship.
02 | Combining the strengths of several brands
In this case, a redesign makes the statement "we are now one". This variation must be done in a very balanced way so that the result is not a pale, indefinable brand. The goal is to use the merger to communicate the strengths of both brands in a new, common brand.
Communicating the company's culture through brand design
A culture within a company grows from its inception and matures continuously. Brand design communicates what it would be like to work with that company. The process of gaining trust does not start from real contact, but from visual contact. It is the same when two people are already sympathetic to each other long before the wedding, which often happens through visual impulses (smiles).
The global brand portfolio of the Sonova | Audiological Care group must fit the group in addition to ensuring the local impact of the local brands.
