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Case: Velfina 2004
 In 2003, the Romanian medical products company Actimed Medical Systems, which specializes in treatment of wounds, was determined to expand across Europe and the world. But because "Actimed" was not legally available in Europe or the U.S., a new name would be required. With Grapefruit consultants' help, Actimed managers used this renaming opportunity to completely rethink the corporate brand, to become more visible and to seat "Professional Wound Care Management" as its defining focus. Grapefruit provided the new name, the "caring hand" symbol and supporting visual system, the identity tag line, and unifying subbrand architecture. In 2004 and 2005, Velfina grew at a 250% annual rate. (Source: Designing Brand Identity, by Alina Wheeler)
CREDITS Design: Grapefruit (Romania) CASE INFO Submitted by: Tony Spaeth, 30/11/2006 |
MATRIX DATA
DRIVERS | TOOLS | ||
| Strategic driver: 60% | |||
|
Change direction Redefine industry or core competence | 10% | x | Identifier tactics: Logo change: Symbol-dominant |
| x | Identity system elements: Visual system: Typography | ||
| x | Identity system elements: Visual system: Graphic devices | ||
| x | Identity system elements: Visual system: Palette | ||
| x | Identity system elements: Verbal elements: Tag lines | ||
| x | Situation facts: Corporate level facts: Industry definition | ||
| x | Change event : Low visibility: Memo | ||
|
Broaden scope/scale/visibility Elevate public profile | 20% | x | Identifier tactics: Logo change: Symbol-dominant |
| x | Identity system elements: Visual system: Typography | ||
| x | Identity system elements: Visual system: Graphic devices | ||
| x | Identity system elements: Visual system: Palette | ||
| x | Situation facts: Corporate level facts: Nationality & geography | ||
| x | Change event : Low visibility: Memo | ||
|
Narrow the scope Express a more specific focus | 10% | x | Identifier tactics: Logo change: Symbol-dominant |
| x | Identity system elements: Visual system: Typography | ||
| x | Identity system elements: Visual system: Graphic devices | ||
| x | Identity system elements: Visual system: Palette | ||
| x | Change event : Low visibility: Memo | ||
|
Change expressed personality Renew/refresh public image | 20% | x | Identifier tactics: Logo change: Symbol-dominant |
| x | Identity system elements: Visual system: Typography | ||
| x | Identity system elements: Visual system: Graphic devices | ||
| x | Identity system elements: Visual system: Palette | ||
| x | Change event : Low visibility: Memo | ||
| Functional driver: 40% | |||
|
Name confusion Increase name differentiation | 40% | x | Identifier tactics: Name change: Created words |