Heidelberg underscores strategic reorientation with new brand identity

Heidelberg has undergone extensive strategic development in recent times, and has ‘systematically adapted its portfolio to today’s and tomorrow’s customer needs and requirements’. Heidelberg CEO Gerold Linzbach has said the printing equipment manufacturer is now ‘fit for the future’, and stated: ‘The reorientation will enable Heidelberg to enjoy sustained profitable growth in the future.’

The new brand identity reinforces the customer benefits that Heidelberg is offering through its all-inclusive portfolio of digital and offset printing, workflows, consumables and services.

The Heidelberg portfolio is based on the three pillars of services, equipment and consumables. Each of these three areas of customer contact is being given its own color-coded identity in the rebrand, with yellow for services, blue for equipment and green for consumables. These colors are also used in the initial letter of the redesigned company logo.

Heidelberg said the new colors maintain a connection with the traditional Heidelberg blue, ‘a symbol of the company’s competence, its unique global network and all its staff’. The first letter of Heidelberg will also be used as a brand icon alongside the new logo.

As another new design element, Heidelberg will be using thematic icons to highlight the specific benefits for customers. As a result, communication will no longer focus on technical features and functions. Instead, Heidelberg will put customer benefits at the center of all its communications.

The new Heidelberg branding will be introduced and implemented worldwide by the time of drupa 2016.