Offset giant Heidelberg has launched a new brand identity and strategic reorientation that focuses on both digital and offset printing, as well as consumables and services.
“The focus is no longer simply on equipment, but on the integrated overall process and all the requisite components,” said Heidelberg CEO Dr. Gerold Linzbach. "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.”
Heidelberger Druckmaschinen AG (Heidelberg) is associated with the printing industry like no other company in the sector, said the company in a statement. Heidelberg has undergone extensive strategic development and systematically adapted its portfolio to today’s and tomorrow’s customer needs and requirements. The company is underlining this reorientation with the launch of a new brand identity. We updated our company’s strategy and are focusing our portfolio on market segments with future potential. This is the foundation for tomorrow’s growth as we transform our company from a technology-driven business to one driven by market trends and customer needs. This is summarized by the claim, “We are more than machines.”
Visitors got a sneak preview of the new Heidelberg brand identity during the recent inauguration of the Print Media Center Commercial at the company’s Wiesloch-Walldorf site, which covers 4,700 square metres. Over 500 customers from all over the world were given practical demonstrations of integrated print production with a focus on customer benefits. The centerpiece of the PMC Commercial is a presentation platform that uses interactive media to illustrate aspects of workflow, consumables, and services and highlight their role in delivering high-quality production.
Analysts say the rebrand/reorientation means that Heidleberg is ensuring its core business of sheetfed offset printing is placed on a profitable footing as it increases focus in growth areas of digital printing, services, and consumables.
The new brand identity reinforces integrated end-to-end processes and the new Heidelberg portfolio is based on three pillars – Services, Equipment, and Consumables. Each of these three areas of customer contact is being given its own colour-coded identity – yellow for services, blue for equipment, and green for consumables. These colours are also used in the initial letter of the redesigned company logo. The new colours maintain a connection with the traditional Heidelberg blue. The first letter of Heidelberg will also be used as a brand icon alongside the new logo.
