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  • Posted by: Interbrand on Wednesday, February 19 2014 05:26 PM | Comments (0)
    Credendo Group

    Emerging from the tumult of WWI, The Belgian Ministry of Economic Affairs created Delcredere Committee in 1921. The world’s second-oldest credit insurer fostered international trade relations amid political risks.

    Throughout the company’s storied history, the company has seen incredible growth. From becoming Office National du Ducroire | Nationale Delcrederedienst in 1939, or ONDD for short, to expanding across Europe with joint ventures, new branches and investments in the last decade, ONDD was now facing complex challenges as a master brand.

    With diverse sub-brands, a clear brand architecture was needed. Partnering with Interbrand to create a brand positioning that would differentiate ONDD in the industry, be forward-looking and communicate its focus on customers, an extensive research process was undertaken.

    With both internal and external insights, a solid picture of the brand’s strengths emerged. “Turning Uncertainties into Opportunities,” became the centerpiece of the new brand definition.

    Building on the brand’s history and paving the way for its future, compelling new brand positioning called for an equally compelling name. ONDD’s dual name, Ducroire | Delcredere, the French and Flemish, represent Belgian traditions. This duality inspired the crafting of a name forged from the Latin roots for “belief” and “credit” that could create a unified and dynamic masterbrand: Credendo.

    With a powerful name and definition, a strong visual identity was needed. Speaking to its customer-focused approach, the new logo evokes a sense of custom tailoring with a stitching effect, warm colors and a sophisticated feel.

    Credendo's website timeline notes the rebranding: “Consolidation as the Credendo Group, more powerfully articulating the shared values, approach and strength of its companies.”

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  • Posted by: Interbrand São Paulo on Tuesday, February 18 2014 05:38 PM | Comments (0)


    One of the most fun projects the team in Interbrand’s São Paulo office worked on recently was creating the new positioning and identity for Netshoes. A brand that began here in São Paulo, this Brazilian sporting goods brand has grown to see $1.5 billion in revenue.

    With 16 million monthly visitors to its site and 5% of its sales coming from mobile, Netshoes has clearly become an e-commerce leader. A strategic partner of Nike, Adidas and Facebook, according to Google Trends, the brand is more searched on Google Brazil than even Nike or Adidas.

    Although a strong and growing brand, Netshoes was facing a perception issue. Consumers still weren’t seeing the brand as sports specialists. Interbrand was called in to turn this around.

    To best meet the challenges of this exciting project, multiple practice areas in the São Paulo office came together to work collaboratively. Strategy, design and verbal identity worked to define a new positioning for Netshoes, putting sports first.

    We defined a new language for the brand, communicating with athletes, both professional or amateur. Visually, a radical change was made, infusing much more color into the design to convey dynamic energy and motion.

    Netshoes' Visual Identity

    Netshoes' Verbal Identity

    As can be seen here, the new visual identity, with its vivid color palette, is full of energy, embodying athleticism and allowing the brand to stand out in the digital world.

    Netshoes' Verbal and Visual Identity

    Netshoes' Verbal Identity

    The verbal identity creates a direct connection to athletes. With agility and creativity, a conversation about sports is clearly created.

    The strategic, visual and verbal work all creates a brand positioning that conveys movement and speed. The brand speaks of performance, harmony and well-being. Thus, every athlete is welcome.

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  • Posted by: Orna Navon on Wednesday, February 12 2014 05:48 PM | Comments (0)

    Orna NavonStock photography can be incredibly frustrating at times for designers. The image we formulate in our minds is rarely what we get when conducting a search. We may want a woman of a certain age, involved in a certain activity, or within a specific environment. 

    We’re ultimately looking for something that is on brand, nicely styled and relevant. What we often get is a reflection of how things have always been, not a projection of where they are going, and the images associated with a brand can play a pivotal role in the messages we convey.

    This is particularly true in health marketing where we almost always see traditional gender roles at play. When an image depicts a child and a caregiver, it’s usually the mom we see dolling out a bandage or medication. The female nurse takes our temperature, but the male doctor performs our surgery. As a designer, these image options are challenging to work with. Rarely do they satisfy our vision of our client’s brand, and they don’t always connect in a real, authentic way.

    Sheryl Sandberg has some ideas about how to give us an alternative.

    After shaking things up with her book, Lean In: Women, Work and the Will to Lead, Sandberg built a brand out of it with her website, blogs, and strong social media presence. Her recent collaboration with Getty Images is just another step towards changing perceptions about women and how we portray them in marketing and advertising. It’s an attempt, and a good one at that, to help designers and clients break away from these dated misconceptions and do something fresh and forward thinking with their brands’ visual identities.

    Brands that connect authentically with customers tend to be very successful, and image plays a large role in that relationship. When we take in something visual we have an emotional reaction prior to an intellectual one. That power to affect with image puts a lot of responsibility in the hands of designers and communicators. Having a more modern, pioneering gallery of stock photography elevates the role of design in marketing and branding and gives us more effective ways to communicate.

    If a brand truly has a long-term vision, it needs to stay one step ahead in its consumer interactions. At InterbrandHealth we believe that brands that have that foresight and take ownership of visual messaging have the power to inspire, to change perceptions, and to truly change the world.

    Orna Navon is the Associate Creative Director for InterbrandHealth.

    Connect with InterbrandHealth, the only full-service global branding consultancy with an exclusive focus on healthcare.

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  • Posted by: Uttara Masting on Monday, November 25 2013 07:11 PM | Comments (0)
    Heineken Experience

    How does a single SKU brand created from a 140-year-old formula create global impact through a beautifully consistent brand expression yet retain enough flexibility to engage and excite?

    An innovative approach to marketing, combined with rapid geographic expansion, has made Heineken one of the most premium lager brands globally. Earlier this fall Heineken appeared on Interbrand’s Best Global Brands ranking at #92 with a healthy increase of 10 percent in brand value vs. 2012. In a dynamic environment with the constant threat of changing legislation around alcoholic beverages the Heineken brand has succeeded thanks to uncovering new ways of interacting with consumers, taking the message beyond the product to the actual brand experience.

    In the physical spaces the brand owns and controls, such as the Heineken Experience in Amsterdam, located on the site of its old brewery, one can experience the history of the brand and the story of its inventors told in an interactive and highly engaging way. Visitors can also experience the traditional lager making process right through to experiencing brewing first hand in a 4D simulation theatre. The entire tour is highly digitised and interactive, tapping into all five senses to deliver the ultimate experience.

    Beyond this, in the world of partnerships Heineken’s movie, music and sports affiliations remain powerful enough to make even a James Bond drink Heineken instead of his signature martini in Skyfall, the most successful James Bond movie yet.

    How then does a brand ensure consistency of expression yet allow enough flex to engage and excite consumers? In the case of Heineken, its core visual assets of red star, distinct green background and white typeface appear consistently. The lock-up of these core elements makes the brand instantly recognisable and memorable at any touchpoint from the visual identity for the Heineken Cup to collateral such as beer mats and coasters across global markets. These three elements are the visual DNA of the brand and in combination with these Heineken uses a set of flexible visual assets that enable creativity, expression and individuality to capture interest and engagement.

    The three ingredients to the ideal brew are:

    1. Identify the core visual elements that form the DNA of the brand
    2. Mix in the right flexible assets that generate interest and excitement
    3. Use a heady combination of fixed and flexible assets to deliver the ideal brand experience

    Uttara Masting is Associate Director, Strategy for Interbrand London.

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  • Posted by: Amy Edel-Vaughn on Thursday, April 11 2013 04:58 PM | Comments (0)

    Spiriant's Visual Identity

    LSG Sky Chefs, an international brand known for its airline catering, galley equipment and in-flight management, called upon Interbrand Hamburg to help develop Spiriant into an autonomous brand. After conducting market research and analyzing the scope of its in-flight equipment business in relation to its total offerings, it was clear there was great potential for an independent brand.

    Under the flagship LSG Sky Chefs brand, the company’s in-flight equipment has won the Crystal Cabin Award, the Observeur du Design Award, the red dot: best of the best award and the Gold Mercury Award. As LSG Sky Chefs expands its portfolio of food management, onboard retail management, supply chain management and operations management to include lounge and train services, as well as school and hospital catering, Spiriant will carry on its award-winning tradition of in-flight product and equipment design.


    Spiriant provides the Enlight product line, an eco-friendly series of lightweight, compact and durable porcelain tableware, trays and sugarcane tableware and meal boxes. The brand also provides a line of natural toiletries, linens, 100% cotton hot towels and ergonomic galley equipment.

    To differentiate the newly independent Spiriant, Interbrand Hamburg created a verbal and visual identity for the brand. "The name and the slogan Spiriant bring 'Where Inspiration meets Performance' brand promise to the point," said Richard Veit, Managing Director of Interbrand Hamburg.

    Spiriant's New Logo

    Combining the essences of innovation, inspiration and initiative, the name expresses Spiriant’s work and vision for the future. The logo, incorporating a soft ampersand symbol (&) and plus sign (+) conveys the value proposition of Spiriant: creating value through the combination of emotion & function, design & technology and inspiration & performance. The secondary design element playfully embodies Spiriant’s creative process with its clients, personalizing work to meet individual needs.

    Erdmann Rauer, LSG Sky Chefs, Sales Director noted, "The introduction of Spiriant underlines our intention to invest in the equipment activities even more. With more than 20 years experience in this business, we have the product knowledge, a qualified supplier base and the purchasing power to tap the existing market potential further."

    Spiriant's Palette

    Amy Edel-Vaughn is Interbrand's Community Manager.

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