Uncovering the new Philips logo

Dutch technology brand Philips is set to launch a new identity, and is attempting to drum up interest in it through a social media campaign that lets people reveal the new logo.

The new Philips logo is revealed bit-by-bit
The new Philips logo is revealed bit-by-bit

Philips is set to unveil the new branding in full with a global launch on 13 November. The branding has been developed by the Philips design team, working with partners including Interbrand, Ogilvy and OneVoice.

The company is revealing a new ‘shield’, which will form part of the new brand. This is an update of its current shield marque and, a Philips spokesman says, ‘will start to play a bit more of a role’ in the company’s branding, alongside the wordmark.

The current Philips wordmark
The current Philips wordmark

Ahead of its launch, the company has launched the Uncover Philips website, which allows people to reveal the new logo bit by bit.

The logo is broken down into around 50 000 pixels, each of which can be claimed by people who log into the site using Facebook or Twitter and use the #UncoverPhilips hashtag.

Once a pixel is claimed, its colours will be revealed and it will become part of a composite image of the new identity.

Choosing a pixel to reveal the new logo
Choosing a pixel to reveal the new logo

At the time of writing, just over 8000 people had claimed a pixel, revealing around 16 per cent of the new logo.

This has revealed the blue and brown brand colours, with the Philips wordmark in blue.

Most of these people were from The Netherlands, although those in the United States, India and the UK were also among the top countries.

The evolution of the Philips shield
The evolution of the Philips shield

Earlier this year, media company Yahoo attempted to foster interest in its rebrand by launching 30 different iterations of its logo in the month running up to the final launch.

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