Publicitas shows its new face
The «new» Publicitas is unveiling its previously announced new brand identity. Going forward, it will feature the word mark «publicitas» and a «P» formed from 27 dots of varying sizes. The logo is presented in three colors—red, green, and blue.
Publigroupe presented its annual figures on Wednesday, while the "new" Publicitas unveiled its announced new image on the same day. The business unit, now positioned as an all-media marketer, will in future present itself with the lower-case word mark "publicitas" and a "P" made up of 27 dots of different sizes. This is intended to symbolize the emergence of the Swiss print marketer, founded almost 120 years ago, as an international all-media sales organization, according to a press release. The logo is displayed in three colors - red, green and blue. According to Publicitas, the three logo variants will be randomly mixed across all means and media. The new image was realized by the Zurich brand agency Scholtysik Niederberger Kraft (SNK). Their partner Carsten Scholtysik says: "The dots of the "P" refer associatively to the most diverse aspects of the media world; pixels, diodes, print grids or points of light." The lower-case spelling of the brand name is intended to
Conveying "approachability": "At Publicitas, people talk to people on an equal footing, personally and directly."
A new image of this magnitude goes far beyond the mere design of the logo, word mark and fonts, says
Christian Gartmann, Director Media Partner Relations & Marketing at Publicitas and responsible for the rebranding. It was also implemented in just three and a half months: In an assessment, the desired brand attributes were developed from the current strengths and weaknesses of Publicitas as well as from the positioning and corporate designs of global competitors and partners, among other things, and only then did the graphic work begin. As had already been announced, "Publicitas" is now to function as an umbrella brand. For the teams of around three dozen companies in 23 countries, the reorganization will not only result in a new logo; most of them will also receive a new company name. As part of the rebranding, the name "Publicitas" will become the sole brand for Publigroupe's media marketing activities. For Publimedia, Publimag, Publiconnect, Mosse, Cinecom, Radiotele and Web2com, this means that the "Publicitas" brand will be placed in front of the existing company names from mid-April. After around two years, the original brands will then be merged into the Publicitas brand. From September, the international companies in 23 countries will also receive the new corporate design with the uniform "Publicitas" brand.
Responsible at Publicitas:
Christian Gartmann, Director Media Partner Relations & Marketing (overall responsibility), Sabine Tschopp, Project Manager Rebranding (management), Michael Schaefer, Head of Marketing Services (Communications / Internet project), Mario Ramò (collaboration project management). Responsible at Scholtysik Niederberger Kraft: Armin Niederberger (mandate management), Oscar Todeschini (brand strategy), Carsten Scholtysik (brand design). Animated logo that changes color:
Conveying "approachability": "At Publicitas, people talk to people on an equal footing, personally and directly."
A new image of this magnitude goes far beyond the mere design of the logo, word mark and fonts, says
Christian Gartmann, Director Media Partner Relations & Marketing at Publicitas and responsible for the rebranding. It was also implemented in just three and a half months: In an assessment, the desired brand attributes were developed from the current strengths and weaknesses of Publicitas as well as from the positioning and corporate designs of global competitors and partners, among other things, and only then did the graphic work begin. As had already been announced, "Publicitas" is now to function as an umbrella brand. For the teams of around three dozen companies in 23 countries, the reorganization will not only result in a new logo; most of them will also receive a new company name. As part of the rebranding, the name "Publicitas" will become the sole brand for Publigroupe's media marketing activities. For Publimedia, Publimag, Publiconnect, Mosse, Cinecom, Radiotele and Web2com, this means that the "Publicitas" brand will be placed in front of the existing company names from mid-April. After around two years, the original brands will then be merged into the Publicitas brand. From September, the international companies in 23 countries will also receive the new corporate design with the uniform "Publicitas" brand.
Responsible at Publicitas:
Christian Gartmann, Director Media Partner Relations & Marketing (overall responsibility), Sabine Tschopp, Project Manager Rebranding (management), Michael Schaefer, Head of Marketing Services (Communications / Internet project), Mario Ramò (collaboration project management). Responsible at Scholtysik Niederberger Kraft: Armin Niederberger (mandate management), Oscar Todeschini (brand strategy), Carsten Scholtysik (brand design). Animated logo that changes color:
Logos of the individual companies:
