‘Innovation and you’, Royal Philips' new brand and image strategy puts technology at the service of people

The Dutch multinational Royal Philips has unveiled its new brand image and future strategy focused on the creation of technological innovation at the service of people: ‘Innovation and you’, which is also supported by a new corporate image, much more modern.

Research and technological innovation for and at the service of people define the new brand and business strategy of Royal Philips, bajo el lema ‘Innovation and you’, which has also designed a new corporate image in its logo more in line with this philosophy.

This is how Frans van Houten has presented it worldwide, CEO of Royal Philips: “innovation has been part of our DNA since we introduced our first light bulb, more than one hundred and twenty years ago. We believe the new brand positioning better reflects Philips' mission to improve people's lives through meaningful innovations.. As a technology company, Our commitment is to offer innovation that drives our future growth and is relevant to people”.

This Philips goal focuses, in the words of its CEO, in that “we will make healthcare more affordable and accessible through innovation. Our energy-efficient LED lighting solutions will improve people's well-being and make the world a more sustainable place. Our locally relevant consumer products and services, will improve people's lifestyle, your health and well-being. This is what our brand represents”.

To publicize this new brand positioning based on innovation to improve people's lives, the company has developed the digital platform 'Innovation and you', based on videos with real stories that show how some people and sectors have improved the quality of life with the innovations of the Dutch company; such as dynamic and relaxing LED lighting on the children's ward of a hospital; the MR-HIFU magnetic resonance guided ultrasound system to treat tumors, etc.

All of this is part of the Accelerate program! launched by Philips to adapt and transform into a more agile company, dynamic and proactive, focused on healthcare innovation, illumination and well-being of people.

New logo adapted to digital times

This change has also been accompanied by the design of a new corporate logo for the firm., more adapted to new times of innovation and digital and mobile channels, but maintaining traditional elements of the company, partners such as Interbrand have worked on the design, Ogilvy y OneVoice.

The company has carried out a social media campaign to awaken the interest of consumers and companies, with the creation of the Uncover Philips website, in which the logo was gradually discovered; hidden with some 50.000 gray pixels that changed color each time a user shared the image on social networks.