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Anthony International 2011 REBRAND 100 > notable

Enterprise Rebrand
Country Base: USA
Industry/Sector: Industrial, Manufacturing
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
Anthony International is the world's leading manufacturer of commercial glass refrigerator and freezer doors, lighting systems and display equipment.

Challenge
With Anthony’s acquisition of Trausch, the company needed to signal the new entity to the marketplace and better align its visual expression to its new brand strategy.

Strategy
Our strategy resulted in a brand idea that focused on the transparent confidence the company provides to their customers. Anthony provides peace-of-mind through better food safety, merchandising technology, shopping experience and energy efficiency.

Anthony’s new symbol represents a cycle of trust between their products, customers and the end consumer. The iconic shape of the identity speaks to confidence and protection.

Result
The new identity was launched in March 2010 and has signaled to the marketplace the new entity. The company now has a visual expression that better reflects their leadership in their category.


Credits:

Client: Anthony International - www.anthonyintl.com

Brand Strategists/Designers: Interbrand - www.interbrand.com
Strategy: Hunter Marshall
Creative Director: Kurt Munger
Designers: Mark Guthridge


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