Evoq develops new brand identity for Wilco
In preparation for its 50th anniversary, Wilco is unveiling a new brand identity. Evoq refined the brand positioning and developed the new corporate design, which brings the brand’s core message to life across all touchpoints: Being sure.
After an extensive analysis phase with internal and external stakeholders, Wilco's brand positioning was revised, the vision and mission formulated, and the five brand values defined. The claim "Being sure" is intended to get to the heart of the brand and position the company as a solution provider that focuses on people and their safety.
Flexible design system
For the new brand identity, an intensive creative process resulted in a flexible design system that can be applied to all touch points and provides a consistent brand experience.
The logo with the self-confident lettering and the new figurative mark is intended to unite the two extremes of the brand: technology, innovation and process reliability with passion, responsibility and enthusiasm. The imagery relies on a high-contrast, bright color scheme with warm accents. The strong brand colors are intended to give the brand a self-confident and modern appearance and, in combination with the secondary design elements, bring a dynamic consistency to the appearance that is always new.
Website as a dynamic information hub
This dynamic is also carried by the new online presence, both visually and in terms of content. With large-scale images, a playful approach to the new brand colors, and micro-animated brand elements, the website is designed to provide an optimal introduction to the new Wilco brand world.
Customer-specific applications, the expertise they contain, and new technologies form the content basis of the site and can be accessed directly via the navigation. Structured knowledge and in-depth information as well as cross-links pave the way to the individual solution. Key features can be discovered interactively and targeted recommendations encourage users to read deeper into the subject matter. The information hub is thus designed to enable customers to experience applications as a specific solution for a wide range of technologies, products and services.
From the business card to the 100-square-meter trade fair stand
The new image and initial measures have been on display since the beginning of the year. For the introduction, a brand film was realized, which enthused the employees for the first time at the internal launch event. In addition to the comprehensive website, the entire business equipment as well as office templates, qualification documentation and building signage were newly realized. In addition, the new appearance can also be experienced on social media, in advertisements and at trade fairs.
Responsible at Wilco: Christoph Herdlitschka (Head of Marketing & Product Management); Andreas Isler (Manager Marketing & Communications). Responsible at Evoq: Christian Sutter (client management); Dominique Haussener (consulting, digital strategy); Sara Streule (creative direction); Amanda Fuchs, Marta Frieden (art direction); Carolin Hohmann, Marion Börke (DTP); Corinne Brunner (screen design); Susanne Pfäffli (concept, text); Marcel Marty, Beatrice Burkart (programming).
