Jung von Matt/Brand Identity creates the new brand identity of Pro Senectute
Jung von Matt/Brand Identity helped Pro Senecture define its brand personality, completely revamped the brand system, brand design, and visual identity, and developed all design templates for every medium and touchpoint.
"Stronger together" is the new claim that the brand experts at Jung von Matt/Brand Identity have developed for Pro Senectute. Externally, it succinctly sums up what Pro Senectute stands for at its core: solidarity between the generations as well as progressive and social services for the needs of the elderly population and their relatives. Internally, it conveys the self-image: as a strong community, all regional Pro Senectute organizations, the many volunteers, donors and partners work together to ensure the well-being of the elderly population and their relatives both nationally and locally.
As the best-known and largest service organization for older people in Switzerland, Pro Senectute is facing an increasingly competitive environment. In order to strengthen its position as a modern and efficient service provider, it was decided to revise the brand and brand identity.
As a striking design element, a dynamic color gradient was developed from the existing brand color green, which can be found in all communication points. Together with natural imagery showing self-confident older people and a flat layout, the result is a fresh and contemporary appearance. To give the well-known name even more visibility, the logo was defined as a pure word mark.
The new corporate design serves as a consistent brand bracket and still allows individual and regional communication thanks to a simplified sender behavior. This not only strengthens Pro Senectute as a whole, but also the cantonal organizations in particular, as these are where the services are provided and identification with Pro Senectute is created.
"As a Swiss institution that is almost 100 years old, Pro Senectute has to keep moving in order to be able to respond to the changing needs of our target groups. The introduction of the new look has triggered an enormously positive internal dynamic and strengthens us as the number one contact in Switzerland for issues relating to old age," says Peter Burri Follath, Head of Marketing and Communication at Pro Senectute Switzerland. From September 2015, the new design will be successively introduced at Pro Senectute Switzerland and the cantonal and intercantonal Pro Senectute organizations
Responsible at Pro Senectute: Béatrice Fink and Peter Burri Follath (overall responsibility); Kathrin Gasser (project management, strategy). Photos: Nadia Neuhaus. Responsible at Jung von Matt/Brand Identity: Project management, consulting: Oliver Aeschlimann (project management, consulting); Pascal Frey, Melanie Sellmann, Micha Rückstein (design, implementation); Thomas Deigendesch (overall responsibility, strategy).
