Heidelberg becomes iconic
By Canadian Packaging staff
General Coding & Labeling drupa 2016 Heidelberg Heidelberg rebranding 2015 Heidelberger Druckmaschinen AG PMC Commercial printing industry newsA new brand identity underscores Heidelberg's strategic orientation.
Heidelberger Druckmaschinen AG (Heidelberg) has for generations helped shape the printing industry.
To maintain its position as a reliable partner in the printing industry, Heidelberg has undergone extensive strategic development and systematically adapted its portfolio to today’s and tomorrow’s customer needs and requirements, and has underlined this reorientation with the launch of a new brand identity.
This development at Heidelberg will help customers remain successful in a changing market environment—to ensure lasting profitability, customers need a comprehensive and tailored package of services geared toward effective and reliable production processes, the right equipment for cost-effective investment, and exceptionally easy access to all tried and tested consumables.
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 focus is no longer simply on equipment, but on the integrated overall process and all the requisite components.
New brand identity reinforces integrated end-to-end processes
The Heidelberg portfolio is based on three pillars: Services, Equipment, and Consumables.
As a new design element, Heidelberg will be using thematic icons to highlight specific benefits for Heidelberg customers. It’s all about making things simpler, quicker, and less complicated.
Each of these three areas of customer contact is being given its own color-coded identity:
- yellow for services;
- blue for equipment, and;
- green for consumables.
These colors are also used in the initial letter of the redesigned company logo. 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.
Brand identity unveiled at opening for new demo center
Visitors got a sneak preview of the new Heidelberg brand identity during the inauguration of the Print Media Center Commercial (PMC Commercial) at the Wiesloch-Walldorf site at the beginning of June.
Over 500 customers came from all over the world to mark the opening of the PMC Commercial, which covers an area totaling over 4,700 square meters. The visitors were treated to practical demonstrations of integrated print production with a constant focus on customer benefits.
The centerpiece of the PMC Commercial is an innovative 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 when it comes to delivering high-quality, stable production.
Together with the Print Media Center Packaging, Wiesloch-Walldorf can now lay claim to the world’s largest demonstration center for commercial and packaging printing in the industry.
The new branding shifts the emphasis away from the objective neutrality of the equipment to the role of the people involved, what Heidelberg says is what success or failure depends on.
Run-up to drupa 2016 begins
Launching the new Heidelberg brand identity at the inauguration of the PMC Commercial also marked the start of its global roll-out. By the time the drupa trade show is held from May 31 to June 10, 2016, in Düsseldorf, the new branding will have been introduced and implemented worldwide.
Particular emphasis will be placed on any international adaptations required for the realignment, as market and customer focus are key here.
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.
About Heidelberg
Generations of print shops all over the world have built up their success on the basis of Heidelberg equipment. The Heidelberg portfolio covers the entire process and value-added chain in the field of printing and digital communication. This chain includes both offset and digital print solutions as well as prepress and postpress. Heidelberg also supplies several software components for integrating all the processes encountered in print shops and modular online shop systems to support online collaboration between print shops and their customers. The service portfolio is rounded off with a range of tailored consultancy concepts, from advice on boosting productivity in print shop operation and environmentally friendly print production right through to made-to-measure financing solutions for investment projects.
For company information, visit www.heidelberg.com/global/en/.
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