The new identity has been developed by the Philips design team, working with partners including Interbrand, Ogilvy and OneVoice, and follows a social media campaign in which Philips revealed an element of the new identity piece-by-piece.
The new positioning uses the strapline ‘innovation and you’ and Philips is also launching a reworked version of its ‘shield’ logo – first used in 1934 – which a spokesman says ‘will start to play a bit more of a role’ in the company’s branding.
Philips says the redesigned shield will play an important role ‘as brands increasingly require emotional icons as part of their identity system’.
The new brand positioning, the company says, ‘is rooted in Philips’ strong belief that innovation is only meaningful if it is based on a deep understanding of people’s needs and desires’.
Philips will continue to use its blue wordmark, which it says ‘remains true to its legacy, rooted in its early years at the beginning of the 20th century’.
The company says the new shield has been ‘modernised for use in the digital age, while retaining its heritage of stars and waves’.
It says the ‘stark symmetry’ of the previous shield design has been ‘replaced with curvier lines in the waves and in the top edge of the emblem’.
Philips adds, ‘With two thicker and softer waves and solid fill, the shield was made to look more robust, visually impactful and easier to apply on digital platforms.’
The company is also launching a new ‘digital storytelling platform’ which will showcase a range of Philips innovations such as the Philips Hue personal wireless lighting system.