| Bucher Industries AG
2007 ReBrand 100 Winners > merit
Industry: Industrial/Manufacturing - Below: Before Image, Rebrand Images, Summary, Credits
Summary:
Challenge -
• Founded 200 years ago as a smithy, Bucher grew to become an international technology group with five divisions. It leads its markets with products ranging from agricultural machinery and municipal vehicles to hi-tech equipment for the glass container industry.
• Some group companies were sharing the logo, but the use was not regulated.
• To make an evolutionary, not a revolutionary, step.
Strategy -
• The aim was to create an umbrella brand that would strengthen the overall brand presence, guarantee a consistent look and raise the profile of the group.
• The brand should also enable the divisions to carve out a stronger, more distinctive image in their markets.
Result -
• MetaDesign created a new corporate identity and an implementation concept which strikes a balance between the needs of the divisions and the individual markets.
• The new umbrella brand embraces nearly all divisions, but gives them scope to create a distinctive presence in their respective markets. It strengthens the shared brand platform, improves brand perception and ensures efficient use of the investment.
• The slogan “Simply great machines” puts it in a nutshell.
• The rebranding gives leverage to the idea of a common brand and enables synergies. Internal and external feedback confirms that the brand has become a benchmark.
Credits:
Client: Bucher Industries - www.bucherind.com
CEO:Philip Mosimann
Head Brand Development: Vanessa Oelz
Branding Firm: MetaDesign Zurich - www.metadesign.ch
Managing Director: Dr. Alexander Haldemann, MetaDesign Zurich
Creative Director: André Stauffer, MetaDesign Zurich
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