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A historic innovator rebrands for the digital age

Philips has always lit the way – from bringing light bulbs to the masses, to making advanced MRI machines to spot tumors earlier. Their business has a history of innovation, but their brand needed a rethink to reflect it.

Working in a joint team with Philips’ internal brand design and strategy resources, we aimed to encapsulate 120 years of history in a refreshed brand identity based on a new brand strategy. The positioning ‘Innovation and you’ provided a foundation that enabled the Philips brand to play a larger role in creating the products and services that improve our lives.

We refreshed the identity to reflect this and to be ready for a digital world, including revitalizing the well-known shield logo. The work was revealed in a global launch that was preceded by a comprehensive brand training engagement for employees. That’s how a visual icon first used in 1934 was reimagined for 21st century success. And how a $10 billion brand has created the tools needed to stand out consistently in its market. Using fitting ingenuity, our team drew on the past to engineer a refreshed brand identity for the Philips brand.

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