Heidelberg has begun a major rebrand as the company attempts to market itself as an end to end print process solutions provider.
Rebranded: same name but a different message aimed at Heidelberg customers
Previewed at the inauguration of the Print Media Centre Commercial (PMC Commercial) at the Wiesloch-Walldorf site, the new brand’s global roll-out will continue until its completion in time for drupa 2016, which runs from May 31 to June 10 next year.
The rebrand reflects changes in attitudes at the company, which has redeveloped its portfolio and changed its strategy in an attempt to respond to clients’ requirements and industry trends. Heidelberg says that the new brand identity reinforces the customer benefits that it offers through its portfolio of digital and offset printing, workflows, consumables, and services, adding that the focus has moved on from just equipment to a more integrated overall process and all the requisite components.
Heidelberg has assigned a colour code to each of its portfolio pillars: yellow for services, blue for equipment, and green for consumables. It also uses thee colours in the initial letter of the redesigned company logo. The company says the new colours maintain a connection with the traditional Heidelberg blue. It will use the first letter of Heidelberg as a brand icon alongside the new logo.
Heidelberg will also use thematic icons to highlight specific benefits for customers. Communication will no longer focus on technical features and functions. Instead, Heidelberg says it will put customer benefits centre stage in all its communication to make it easier for customers to find what they need in complex scenarios. In line with this new principle, these icons will be used to provide new levels of structure in the company’s communication and thus help customers orient themselves.
Heidelberg’s new thematic icons will highlight specific benefits for customers
The company says that it will place particular emphasis on any international adaptations required for the realignment adding that in the past, innovative technologies may have been enough to ensure future success, but now this depends much more on solutions designed to meet specific customer requirements.
Over 500 customers attended the rebrand preview at the Wiesloch-Walldorf site. They saw demonstrations of integrated print production with a focus on customer benefits. The PMC Commercial houses a presentation platform that uses interactive media to illustrate the aspects of workflow, consumables, and services and highlight their role in the overall process from the customer’s perspective. Heidelberg claims that, together with the Print Media Center Packaging, Wiesloch-Walldorf can now lay claim to the world’s largest demonstration centre for commercial and packaging printing in the industry.
With more than 3,000 specialists in 170 countries, Heidelberg claims to have the largest service network in the entire industry. It has four logistics centres worldwide, part of a logistics system which Heidelberg says can dispatch almost all service parts within 24 hours.
