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 [back] |
