Royal Philips has revealed a new brand direction centred around innovation and people, complete with new logo and brand line.
The new logo for the Amsterdam-headquartered healthcare, lighting and lifestyle company is an updated version of the brand’s traditional shield. The shield was redesigned to reflect a 21st century design, and to be better suited for digital and mobile channels.
The company describes its new brand positioning as building on the company’s heritage of creating innovations that matter to people. As part of its new positioning Philips has introduced the new brand line ‘Innovation and you’, which is rooted in its strong belief that innovation is only meaningful if it delivers on people’s unmet needs and desires.
Philips intends to use the refreshed design, together with a new digital story telling platform, to have a ‘positive impact on people’s lives’, showcasing its products, including its MRI-guided high intensity focused ultrasound therapy that avoids damaging healthy surrounding tissue.
“Our locally relevant consumer appliances and services will improve people’s lifestyle, health and wellbeing. This is what our brand stands for,” CEO Frans van Houten said in a statement.
On the new tagline, ‘Innovation and you’, van Houten says, “Innovation has been in our DNA since we introduced our first light bulb more than a hundred and twenty years ago.
“We believe that the new brand positioning much better reflects Phillips’ mission to improve people’s lives through meaningful innovation. As a technology company, our commitment is to deliver innovation that will drive our future growth and matters to people.”
Philips launched its social media campaign by inviting users to uncover the new logo by clicking on pixels covering the design, with 14670 people getting involved.