A strong image for a strong brand

WICONA's new brand design. With a new and internationally-uniform design, Hydro Building Systems is intensifying WICONA's brand image across all target groups. A vibrant red signifies energy and strength, while the double-headed arrow symbolises dynamism and innovation.

A uniform brand image is particularly important for a company which operates nationally and internationally and also wants to reach out to new target groups in the future. Following the successful introduction of the 'Technology for ideas' slogan three years ago, this manufacturer of aluminium profile systems is now promoting the uniformity of its brand identity and, at the same time, is overhauling its entire appearance. The aim of the relaunch is to ensure fast and easy recognition of the WICONA brand in all countries and across all media, to further increase product awareness and to help customers and business partners identify with WICONA products.

Markus Hofstetter, head of communication for WICONA, said that 'the new brand design is, among other things, a statement of our commitment and pride in the WICONA brand.' In order to convey the company's core values, experts have given the three crucial components of the brand's appearance a makeover – logo, image/graphics and colour. A vibrant red signifies energy, progress, innovation and clarity. This is being used also on the covers of brochures and in the design of exhibition stands stands. The graphic element, a double-headed arrow, represents the company looking to the future. Markus Hofstetter says: 'In plain English, it means that, through the development of innovative products and services and consistently high quality, we are confronting future challenges head on.'

The creation of the brand design focused on a few strong features, paying attention not just to an attractive appearance, but also to flexibility. The modular design ensures that the new WICONA look can be easily customised according to various media content – from brochures via e-mail to newsletters. In future, it will be used in print and also in online communication, such as the new WICONA YouTube channel.

According to Markus Hofstetter, 'through the uniform design, we are also aiming to boost the WICONA brand name – in all applications, in all countries and in all languages.' WICONA is currently present in over 40 countries in more than 25 languages.